If you haven’t heard about the world’s biggest shopping event (no, it’s not Black Friday) – Singles’ Day – be sure to check out Wieden Kennedy Shanghai’s latest campaign for Corona, ‘Go Chill’. Singles’ Day is an entertaining festival which is nowadays widespread among young Chinese people who wish to celebrate the fact that they are proud of being single. Starting at midnight on November 11 most of Chinese consumers will engage in a frenzy of online consumption that has right now generated $1 billion in sales in 5 minutes. The countdown to the event is highly covered not only by local media, but also by prominent news site from ABC, Telegraph, Time to Forbes and BBC. The date, November 11th (11/11), was chosen because the digit “1” resembles an individual that is alone.
As most brands compete against each other on this day by lowering prices – and taking part in a mind-blowing $20 billion discount frenzy – or giving away gimmicky gifts, they only aim to stimulate costumer’s impulse to spend, Corona – as a premium import beer brand – decided to do the opposite and not join the “price war”. Corona and W+K aim to provide Chinese singles with a unique experience no one else can. By building on top of last year’s successful Double 11 campaign – Win Your Island – this year, Corona is creating a buzz by offering something money can’t buy: 5 once-in-a-lifetime trips to the beautiful beaches of Maldives, Fiji, Seychelles, Bali and Mauritius.
This time, the Mexican beer brand, which encourages Mexicans to overcome challenges and to break physical and mental frontiers in its latest ‘The Wall’ campaign, has given a face-lift to its T-Mall flagship store by transforming it into the first ever seaside mock-TV “Go Chill” shopping channel. But instead of overflowing it with boring late-night infomercials, which are usually full of products people won’t ever need, the beer TV channel aims to offer its customers the opportunities to experience life on unique beaches, offering viewers a glimpse of the world and its new brand ideal “This Is Living” through five limited editions of Corona “bundle packs.
Credits:
Advertising Agency: Wieden + Kennedy Shanghai
Executive Creative Director: Yang Yeo
Creative Director: Vivian Yong
Art Directors: Follen See
Copywriters: Aier Xu
Director of Integrated Production: Angie Wong
Head of Content: Bernice Wong
Producer: Fang Yuan
Planner: David Lin
Digital Strategist: Jamie Qin
Account Director: Linlin Shan
Account Executives: Andrew Kintner, Stark Zhang
Project Manager: Olivia Peng
Business Affairs: Jessica Deng, Kathy Zhan
Designers: Moon Qi, Asha Sha, Will Dai
Production Manager: Vic Zhang
Senior Print Producer: Stone Xue
Digital Imaging Artist: Changqing Lee