AGENCY
Shanghai Tian Yu Kong Advertising Co.,Ltd *Lead Agency
唐诚, 创意组长
陈伟铃, 创意合伙人
陈昱楠, 资深客户经理
黄海波, 首席创意官
SUMMARY
In China, 70.1% of the post-90s generation is active at night. We call these Night Owls “Night Cat” in Chinese.
Their favorite late-night get-together is chatting over beers. As the leading brewery in China, Tsingtao Beer was looking for ways to boost the market sales at Alibaba’s biggest shopping festival of the year, “T-mall Double 11”, Chinese Black Friday.
At the turn of the decade, Tmall double 11 launched the theme product "Night Car Beer". The theme song "Night Cat’s song" was first released on NetEase cloud music, which earned a lot of praise.
With the shooting of the MV, we communicated with young people through Social channels. The MV tells about a group of friends who we haven't seen for a long time getting together, drinking, chatting and talking about dreams,”Night cat bar”is also customized for the theme.
The night cat beer has successfully harvested a lot of young consumers and the sales growth in the e-commerce platform has become remarkable, becoming the King of the sale in the Double 11.
