Serviceplan Beijing‘s two commericals in Budweiser‘s launch campaign for fruit-flavoured beer, ME3, in China are sweet. There is no doubt, however, that a commercial about a gay relationship is very brave there. Apparently, too, sweet young love stories are immensely popular with the target audience, Generation Z. The films have amassed 2.1 billion impressions with click rates of more than 58 million, and views by more than 51 million people in China, since they were shared on TikTok and Weibo.
Serviceplan Beijing created digital videos, social media posters and merchandising on the social media platforms helping its client to reach a new peak of sales on e-commerce.
The Budweiser ME3 beer is neither a traditional lager nor a classic fruit beer so Serviceplan came up with a brave, unique social media campaign to market the new product to Generation Z.
It has a taste all its own that appeals to a younger target group who aren’t constricted by tradition and rules, so the campaign revolves around the tagline, Fanatically Enigmatic, whose appeal is obvious. Young people are drawn to things that break traditional rules and help them express their individuality. Serviceplan also created the first ever beer drinking ritual of consuming beer through a straw to differentiate the new product from other beer brands on the market, and create a social buzz around the beer for Generation Z.
Celine Huang, associate marketing director at Budweiser China, commented, “We fell in love with Serviceplan when they proposed the Truly Mystical idea the first time we met online during the pandemic. She added that she felt sure of its appeal to its target market in China as it reveals the true insight from this specific target group.
Marcus Ma, managing director at Serviceplan China Beijing, added, “This is a very challenging yet fun campaign to work together with Budweiser China. The team on this project has truly dedicated their efforts and treated ME3 as their own product development. I believe this is essential to gain absolute trust from client for letting us to roll out such a bold campaign, that plays a very unusual communication for a new product launch within the category.“
Agency: Serviceplan Beijing
Worldwide Executive Creative Director, Serviceplan Group: Jason Romeyko
Managing Director, Serviceplan Beijing: Marcus Ma
Associate Creative Director: Mark Liu
Art Director:Suo Er
Director of Client Service: Erin Lee
Account Director:Alison Feng
Budweiser ME3 Key Visual illustration
Production house: MYSTERY BOX London
illustrator: James White
Budweiser ME3 Drinking Occasion KV & Product video
illustrator: Trey Trimble
Budweiser ME3 Launch Video
Production house: THE EYE
Director: Gingzim Lo
Budweiser ME3 Viral Video
Production house: Yan Studio Beijing
Director: Mark Liu
DOP: Bin Li
VFX: A Kai
Editor: Hao Wang
Producer: Jian Shi
International Communications Officer: Lee Sharrock
Other Credits: Chong Kin