Cannes Lions
BBH CHINA, Shanghai / DIAGEO / 2008
Overview
Entries
Credits
Execution
Bailey’s produced and promoted the album of up-and-coming singer Shang Wen Jie (the winner of ‘Super Girl’, China’s version of ‘American Idol’).We composed a single, and then produced a music video specially designed for KTV bars where Bailey's is served. This video brought to life the idea that Bailey's is best shared with friends.
Outcome
Sales of Bailey’s grew 20% in 2007 from 2006. Over 50% of Karaoke TV bar patrons had viewed the music video. We also got free airtime on 103 TV Programs in 97 TV stations across China.
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