Creative Commerce > Culture & Context
BUDWEISER CHINA, Shanghai / BUDWEISER BUDVAR / 2020
Overview
Credits
Background
Covid19 brought huge crisis to beer industry, especially to our trade partners, with the act of quarantine. Devastated nightlife partners, overstocked beers, trapped and bored consumers. As the “big brother” who is leading the industry, what is Budweiser’s game plan?
Describe the creative idea
Building B1 EDM Club, Budweiser introduced ‘drinking at home while cloud-raving’ as the new way to connect with others during quarantine. Budweiser shifted offline channels - closed clubs and DJs unemployed, online, creating live-stream raves at brand Tmall store. This cloud rave + live-stream model, re-created happiness for consumers and re-ignited business for partners and brand.
Describe the strategy
During the pandemic, thousands of nightclubs had been shuttered and the nightlife industry struggled to survive. Consumers drank at home while facetiming with friends as the new way to socialize with others. We shift channels from offline to online by co-work with POCs(club) to host DJ live party as the new way to connect with consumers. First time we create virtual clubbing content / EDM fest live stream room on EC and build up as tailor made IP.
Describe the execution
Starting in Feb, 2020, the peak moment of covid-19 in China, Budweiser shifted battlefield from offline to online EC. B1 went from 0 to 1 in just a week. In collaboration with more than 10 night clubs and DJs, Budweiser Tmall flagship store launched cloud-rave live shows, with a frequency of 2 times per month.
List the results
The B1 model enpowered over 10 nightclubs across China back to business, over 2 million fans reignited their passion.B1 Tmall GMV reached 1.28 million USD, 36X EC GMV year-over-year. Achieved 2500% ROI.
Please tell us how disruption in your market inspired the work
The COVID-19 pandemic does not only challenge us on business, moreover, on our mindset of achieving excellence.
Traditionally, Bud establishes our volume foundation in NL channel while building up the passion point of EDM in consumers’ mind. Thousands of night clubs were shut down, but consumers’ need for night life grew even stronger. When individual needs accumulated to a scalable social tension, it’s high time for Bud to take the lead and ignite the passion in a disruptive way.
We collaborated with the most developed EC platform- TMALL, leveraging the power of livestream to launch the campaign of “B1 EDM Festival”. We linked up all the EDM lovers with the famous DJs and transformed your living room into a dancing floor. And even more beautifully, with the convenient ordering online, consumers wouldn’t miss the feeling of holding a cooling Bud while enjoying the music.
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