“COOL EITHER WAY”

City life has always been a trending topic on social media. Young people
actively share their opinions on urban spirit, tag their posts and chase a sense
of belonging. Under current context, definition of urban lifestyle and spirit
shifts. Our target audiences have their own unique understandings, which
mobilized our creatives.

We teamed up with various influential media channels to make our "Cool Either
Way" city-specific campaign a real phenomenon.

IDEA

Urban Lifestyle
Doesn't Have to be the Same

  • Perspectives of Local Young People
    City Spirit in A New Way

    Rap in Chongqing dialect links the whole commercial
    Battle between typical Chongqing residents
    Highlight urban unyielding spirit and attitude

  • Ambrosial's insights of city spirit in a new way
    Strong visual impact

    Iconic casts and local custom elements in vision
    City, brand, product areas in layout
    Spread brand's trendy culture and promote new product

  • SHANGHAI: 精 jīng

    Original: smart, not easily duped
    New: exquisite lifestyle, petite bourgeoisie

  • CHONGQING: 辣 là

    Original: spicy-food binge
    New: loving spicy food is an unyielding
    spirit in blood

  • BEIJING: 混 hùn

    Original: have nothing to care
    New: mix and match, inclusive

  • SHENYANG: 哈 hā

    Original: Ha ? = What are you up to?
    New: Born to be optimistic, big laugh
    Haaaa

  • GUANGZHOU: 潮 cháo

    Original: refers to humidity weather
    New: style, accept and chase new things,
    to be the front of trend

  • WUHAN: 汉 hàn

    Original: short name
    New: Chinese culture, Han culture

CREATIVE VIDEO

CHONG QING

We created a trending topic #I am the coolest on digital marketing platforms
together with local KOLs, well-known local brand labels and landmarks. In the
meantime, our campaign rolled out in China's No.1 social app We-Chat and helped
to generate user content and amplify the communication.

Result:Ambrosial's sales volume increased to RMB 20 billion during the campaign,
consolidating its No. 1 position in beverage milk and yogurt industry. Its brand value
surged thanks to campaign exposure in multiple channels.

  • Ambrosial sales
    RMB 20 Billion
  • Views of Ambrosial official account:
    +380 million
  • Sina Weibo views of campaign in Chongqing:
    9.32 million
  • KOL total exposure:
    +400 million
^