Iris > 实例探究 > 品尝意想不到的味道：将昌啤酒提升为东南亚优质进口泰国啤酒

品尝意想不到的味道：将昌啤酒提升为东南亚优质进口泰国啤酒

适用功能

销售与市场营销

关于客户

张啤酒

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挑战

我们的任务是提高泰国以外地区对该产品优质资质的认识，并开展一项综合活动，将该品牌提升为东南亚市场上的优质进口泰国啤酒。

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解决方案

该活动针对东南亚地区 21 至 35 岁的男性啤酒饮用者，并以全新的方式展示张啤酒，避免常见的陈词滥调和刻板印象。该活动的核心是一群亲密的朋友在大都市曼谷度过一个自发的夜晚，享用 Chang Beer 啤酒。随着每一次举杯畅饮张啤酒，原本平淡无奇的夜晚意外地变成了一系列令人惊叹和难忘的体验。

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运营影响

The operational result of the campaign is not explicitly mentioned in the case study. However, it can be inferred that the campaign was designed to create a strong brand presence in the South East Asian market. By avoiding clichés and stereotypes, the campaign aimed to create a unique and engaging narrative that would resonate with the target audience. This would likely lead to increased brand recognition and potentially increased sales in the targeted region. The use of various specialisms including advertising and content & social would also likely result in a wider reach and more effective engagement with the target audience.

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