在国际足联世界杯中角色harbin worldcup campaign imc for.pptx

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2024-08-30 发布于北京
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在国际足联世界杯中角色harbin worldcup campaign imc for.pptx

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Harbin’sRolein2018FIFA:

ProvidingfreshengagementtoconsumersthatdifferentiatesfromBudweiser,complimentingourportfoliostrategy.

HARBIN2018:beyondthegamesHARBIN2014:officialsponsor

BRANDCCIFindaFresherWorldHarbin’saspirersfallpreytoroutine–butwithgoodfriendsandfresheyes,theyfindtheworldcanbefullofsurprisesFIFAINSIGHTTomostChineseLDAs,WorldCupisnotaboutfootball.It’sjustanonce-in-fouryear’sExcusetobreakroutineandpusheachothertoenjoysomethingdifferenttogether.HarbinFIFAWorldCupCampaignInsightandIdeaSummaryFIFACampaignCoreIdeaCelebrateMoretoFindaFresherWorldFIFACampaignCreativeHookCelebrationMovementTheiconofcelebration,relevantwithbothcoreandnon-corefans

Harbin2018FIFACampaignStoryboard

‘FreshWay’successfullypassedtheactionstandardacrossallmeasurements,performingespeciallywellonPersuasion

Harbin2018FIFACampaignKV(seriesKV)(MainKV)

Atailor-madetalkshowprogramfeaturingwithallthefreshandfunnyWorldCupmomentshappenedinsideandoutsidethepitch,forLDAstoenjoyandcelebratemorethanjustthegames.MediaSponsorship–“HarbinCelebrationMoments”

Digital–CreatefreshercelebratemovementtocelebratemorewithNeymar!Phase2–(DuringFIFA)LuckyconsumerswillbeawardedifNeymarusethesamemovementastheirsubmissionEveryNeymar’smatchandgoalwillcreateanewroundofsocialbuzz.Phase1–(PreFIFA)NeymarInviteChineseconsumertodesignhisnewcelebrationmovementin2018FIFAThemostvotedmovementwillbeadoptedbyNeymarforhisfirstgoal!Mostvoted

Experiential-holisticfootballandfresherexperiencewillbedeliveredthroughfullchannelsforLDAstocelebratemore.SoccerHip-hopCarnival#5TBDCelebrationbeergarden#16citiesOn-tradeActivationFoodstreet#150CR#5,000Off-tradeActivationCVS#2900TT#130,000Hyper#2500

ExperientialLevel1–HarbinFootballHip-hopCarnivalGrandFIFALiveStrea