Brand virtual artist "Ha sauce" debut single debut

Harbin Beer, born in 1900, is the first beer born in China. With the increasing momentum of competing products, the uniqueness of Harbin Beer in brand communication has been greatly challenged. This has also prompted Harbin Beer to respond faster to the market and use more cutting-edge communication content to continue to gain first-mover advantages, and continue to widen the gap with backward brands.

Case details

Brand: Harbin BeerBrand owner: Harbin BeerMain agency: Xing ChuanMain agency holding group: PublicisMain Agency 2: draftLineMarket launch: Mainland ChinaIndustry: BeerMedia channels: outdoor billboards, print, KOLs, virtual idols/virtual influencers, mobile & apps, online display adsBudget: 1-2 million

Case Summary

As a beer brand targeting young people, Harbin Beer has continuously strengthened its communication with Generation Z consumers. Harbin Beer creates a metaverse virtual artist - Hajiang. As an important asset of the brand, Ha Sauce connects all areas of interest of...

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