In 2022, China experienced a whole year of lockdowns. People were unable to travel, especially to the beach.

The mood of the nation was extremely low, with another devastating wave of Covid 19.

With this in mind, the brief was to help people disconnect from the routine they've been in, reconnect with nature and finally relax again.

Additionally, ever since 2015, Corona have identified the sunset as one of the most important relaxation occasions for them to own. So "owning" the sunset was a key objective of the campaign.

The creative idea was to offer the first ever sunset insurance to beach travellers - Corona Sunset Insurance.

Partnering with China's leading travel agency and flight booking service Qunar, anyone booking a trip to the beach on the platform could opt in to be covered by Corona Sunset Insurance.

With the insurance, travelers who didn't get to enjoy a sunset due to bad weather, could then claim a flight changing service free of charge.

Simply by moving their return date it ensured they'd see a beautiful sunset to enjoy their Coronas with.

Once they claimed the insurance, they were then given a once in a lifetime experience where local guides took them to different secret spots to enjoy the sunset of their lives.

Our target was 25-35 year old, healthy achievers who value the opportunity to disconnect and enjoy nature.

In the recent 2022 Top Lifestyle Trends Report, conducted by RED (China's leading social lifestyle platform), over 71% indicated they seek nature destinations as their top travel location; and over 58% do so in order to escape their fast paced city life.

So the approach was to target our market through the travel platform Qunar, and offer them Corona Sunset Insurance at the time of purchase of their flight and offer them a solution that ensures they'll be able to disconnect and relax.

The creative strategy was then to reward those who claimed the insurance with once in a lifetime live sunset experiences that they would then share on social media. These experiences included fishing, surfing, hiking and other activities that local guides took them on to enhance their sunset moment.

On the travel platform Qunar, when travellers chose a flight to a beach destination in China, a pop up would prompt them to add Corona Sunset Insurance.

Once added, we then sent them notifications to keep Corona top of mind and remind them to claim the insurance if the weather turned bad.

If they did claim the insurance, they could then extend their return date for free to ensure they'd see a sunset on their holiday.

But not only that, they were then surprised with a once in a lifetime, exclusive experience with our Sunset Insurance Guides. We enlisted hundreds of local guides all across beach resort towns in China to take lucky travellers to secret spots to enjoy the best sunsets of their lives.

These travellers then posted these unique Corona sunset moments all over their social channels which we then used to further promote the campaign.

Overall, the objective of increasing brand love for Corona was achieved with an increase of 18%.

Furthermore:

● 2,612 Corona Sunset Insurance claims were made

● Over 1 million people signed up for Corona Sunset Insurance

● Generated 12.8 million social media engagement

● Delivered over 116.8 million media impressions