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.
Urban Lifestyle
Doesn't Have to be the Same
Rap in Chongqing dialect links the whole commercial
Battle between typical Chongqing residents
Highlight urban unyielding spirit and attitude
Iconic casts and local custom elements in vision
City, brand, product areas in layout
Spread brand's trendy culture and promote new product
Original: smart, not easily duped
New: exquisite lifestyle, petite bourgeoisie
Original: spicy-food binge
New: loving spicy food is an unyielding
spirit in blood
Original: have nothing to care
New: mix and match, inclusive
Original: Ha ? = What are you up to?
New: Born to be optimistic, big laugh
Haaaa
Original: refers to humidity weather
New: style, accept and chase new things,
to be the front of trend
Original: short name
New: Chinese culture, Han culture
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.