IoT in Global Advertising: A Case Study on Chang Beer Campaign
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Chang, a Thai beer brand. Chang is known for its premium credentials within Thailand and is looking to expand its recognition and market presence outside of Thailand, specifically in the South East Asian region. The brand aims to target male beer drinkers aged between 21 and 35, showcasing Chang Beer as a premium imported Thai beer. The brand seeks to avoid the usual clichés and stereotypes associated with beer advertisements, instead opting for a unique and engaging narrative that resonates with their target audience.
The Challenge
The challenge was to raise the global awareness of Chang Beer, a product with premium credentials primarily recognized within Thailand. The goal was to develop an integrated campaign that would elevate the brand as the premium imported Thai beer across South East Asian markets. The campaign was aimed at male beer drinkers aged between 21 and 35 across the South East Asian region. The task was to showcase Chang Beer in a completely new light, avoiding the usual clichés and stereotypes associated with beer advertisements.
The Solution
The solution was to center the campaign around a group of close friends enjoying Chang Beer on a spontaneous night out in cosmopolitan Bangkok. With each toast of Chang Beer, an otherwise average evening unexpectedly progresses into a series of amazing and memorable experiences. This approach was designed to create a unique and engaging narrative that would resonate with the target audience. The campaign utilized various specialisms including advertising and content & social to reach a wider audience and create a strong brand presence in the South East Asian market.
Operational Impact
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