A little more red. This is the new design of Budweiser cans in China, a subtle change that has reached the market in recent weeks. To communicate, among other things, he has proposed an interactive campaign, worked with the Fred & Farid Shanghai agency, with which he invites consumers, not only to discover the new style, but also to obtain discounts to enjoy beer.
Under the concept “Barely Noticable Promotions” (barely noticeable promotions), has deployed a series of graphic creativities in which the text of the messages is shown in the new red on an old tone background, making them barely legible and creating practically hidden promotions and difficult to perceive for the eye that does not pay attention.
The brand has generated a game. Consumers who notice the color difference could access rewards using their mobile phones. And it is that the posters included NFC technology and gave access to free discount coupons and Budweiser products with the updated packaging. The graphs were activated near convenience stores and points of sale.
The objective, as transferred from Fred & Farid Shanghai in a statement, has been to explore the possibilities of external advertising and break the traditional approach seeking to highlight in a competitive market. They also ensure that the creative concept of the campaign is based on the knowledge of Chinese consumer behavior, familiar with mobile devices and new technologies.
“Instead of announcing the redesign through traditional advertising channels, Budweiser positioned subtle change as an opportunity to discover, encouraging consumers to actively interact with the brand instead of passively receiving marketing messages”, They express.
The agency has shared Case Study, you can see it below:
As they point out from the agency, the campaign generated 3.67 million impressions on social networks and digital platforms, and accounted for a 32% increase in the rate of recognition of packaging change among consumers. In addition, store sales increased by 43% compared to the previous month.
Fred & Farid Shanghai defends that in a market often dominated by drastic brand changes and striking releases, this action demonstrates that subtlety, in combination with a strategic positioning and intelligent execution, can boost both consumers’ participation and results.
On the other hand, the communication of the design change has included another series of executions, such as dynamic graphs in external advertising supports in the main cities of the country. Creativities are part of a campaign designed by Africa Creative DDB and that is starring singer Jackson Wang and the OneRepublic group.
