Zhujiang beer brand "football show"

Keyword: brand Pearl River football brand communication 360 ° communication

Preamble

The bulk of media delivery, consumers are forced to lose myself in the brand numb. Perhaps the last Chinese consumers still remain in brand awareness, but today, if you fail to allow consumers to understand the meaning of brand's core, although more effort is futile ...

Challenge

20 years of development, have become a household in the Pearl River Brewery beer brand — the South's largest beer brand. But cordial, Zhujiang beer seems less some vitality, less some fashion elements, and the lack of communication with consumers. Chase fashion young as they used to go to bars don't see Pearl River, seems to have not participated in the Zhujiang brewery activities of the Organization of fun, for them, feeling, Pearl beer or a father, uncle in the streets of small stalls to drink.

For a growing brand, this is a dangerous signal — 25 ~ 35-year-old young talent is the backbone of beer consumption, do not seize them is not the brand of the future!

Prevent brand ageing is Pearl River current major tasks.

Brand revamp

Based on the consumers on the quality of the Pearl River Brewery "real" identity, "Frank" in Guangdong Province, people's cultural characteristics, consumers in a competitive society wants to really show people "" of insight, in the summer of 2005, the Pearl River to the national consumers declared "open Pearl River, open really feel" brand advocates.

Pearl River Brewery aware, they lack the support of the international consortium, they could not wanton big money, indiscriminate media release. However, to resolve the question is: How can allowing to maximize the return on investment? let young consumers clear perception of the brand core Pearl beer?

Advertising agencies in the analysis of the consumers of different media contacts, and Pearl River formed a consensus: the use of different media, to make the "true feelings" brand ideas shine. In 90 seconds of brand advertising market caused a stir after six versions of the 30-second advertising continually interpretation "true feelings" interesting stories. Exciting is that all staff within the Zhujiang brewery, distributor phone ringtones overnight into "open really feel" theme, because the transformation for the new enterprise, internal communication and should not be overlooked. The firm was among the subtle Pearl River people's confidence in the brand development. At the same time, the Metro station, bus stops, — "you are waiting for a bus? I'm waiting for you", iced Pearl River brewery with a tongue-in-cheek tone seduce a consumer desire really feel inside.

Especially the taxi special media advertising: window glass liquor up down, shake, allow consumers in hot cars still can enjoy high quality beer from pouring out to enjoy the feeling of "truth." This particular media advertising are selected for the Cannes Advertising Festival, London Advertising Festival final finalist. Time, consumers fully imagine the Zhujiang brewery will have so much change (in the brand tracking research, advertising, brand connection degrees below average): "this really is the Zhujiang brewery? changed! completely unexpectedly. ”