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2014BudweiserCNYIIICopyTestToastingToDream(Updatedversion)China/Tier1:ShanghaiGuangzhouChina2014Nov.?2014IpsosDaisyYu,ResearchDirector,IpsosASIChina,.VernaSheng,SeniorResearchManager,IpsosASIChina,;LauraChen,SeniorResearcher,IpsosASIChina,
KeyHighlightsTheupdatedversionofToastingtoDreamhasdemonstratedsimilarprofilevs.theprevioustwoCNYadsintermsof:Aboveaveragereachandstrongpersuasion.TheadisyettoimproveonEquity.Peopledrinking/celebratingandthe‘toastingtodream’sloganarestillthekeyelementsconsumerplaybackfromthead.Thecheering/toastingshotsandthehappymoodportrayedcanmotivateconsumersandthustheadwouldstilldrivesalesforBudweiser.Incorporatingsettingsfromdifferentcitiesisnoticedbymanywhichprobablyhashelpedtodelivertheideaof‘relay’bettervs.the2ndversion(‘Relaydream’issignificantlyhighervs.controlw/obeingmentionedintheVOorsuper).2
CNYIIIhasincorporateddifferentsettingsofdifferentcitiesontopofthecelebration/toastingactivities.CNYII-ToastingToDream3CNYIII-ToastingToDreamupdatedversionCitynightsceneGuangzhou/ShanghaiGuangzhou/Shanghai+HongKongwithTitles+fireballoonsintheskyWordsonbottlesToastingToDreamToastingToDream+DreamblessingwordslikeFuturesuccessinYearofGoat(羊年展宏图)/Harmonybringswealth(家和万事兴)/Travelaroundtheworldwithbackpack(背包行天下)VoiceoverToastingToDream/cheeringfordreamwithBudweiserToastingToDream/cheeringfordreamwithBudweiser+DreamcometrueinNewYear
VO/Supershavefocusedon‘toastingtodream’inthenewversion.Visualsremainlargelysimilarvs.DreamRelay2-portrayingpeopletoastingatvariousplaces.DreamRelay2ToastingToDreamBeginningStreetinfrontofabuildingCitynightsceneWordsonstageLetdreamrelayToastingToDreamWordsonbottlesDifferentBlessingwordsToastingToDreamVoiceoverDreamcomestrueinnewyear
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