BBDO China secures the only Gold from China region at this year’s AME Awards
BBDO China has won a gold award at the recently concluded New York Festivals AME Awards for its work on the “The Harbin Sit Pack” campaign.
Elvis Li, General Manager at BBDO Shanghai, said: “It’s hard to put into words the immense joy I feel for this international recognition – securing 1 gold and 3 silvers – a testament to the exceptional team at BBDO.”
The award-winning campaign, titled “The Harbin Sit-Pack,” captivated both judges and audiences alike with its ingenious approach. Amidst a sea of similar communications in the mass beer industry, Harbin chose to differentiate itself by creating innovative experiences that resonated with its target audience. The campaign’s timing during the 2022 FIFA World Cup, coupled with creative problem-solving, led to unprecedented success.
The central idea behind the campaign was to provide Chinese youth with a unique solution to host FIFA home parties, despite limited living space. Harbin introduced “The Sit-Pack,” a special beer multipack that transforms into a portable, extendable bench, accommodating up to 8 people. This concept addressed the challenge of small living spaces, allowing young drinkers to enjoy memorable FIFA gatherings at home.
The results of “The Harbin Sit-Pack” campaign spoke volumes:
● Social buzz exploded, and consumer engagement with the campaign reached record levels.
● Brand ratings on key attributes such as “For Young People”, “A Brand I will Share with Friends” and “Is an Innovative Brand” grew significantly.
● All Sit-Pack units were sold out within one minute during a livestream event, demonstrating its tremendous popularity.
● Sales of the brand’s in-home SKU, the big can, witnessed remarkable growth compared to December 2021.
