Campaign details

Brand: Anchor Beer
Brand owner: Heineken Malaysia Berhad
Lead agency: Ensemble Worldwide
Contributing agencies: Universal McCann Malaysia
Country: Malaysia
Industries: Beer & cider
Media channels: Online video, Social media
Budget: Up to 500k

Executive summary

Chinese New Year (CNY) is a festive celebration in Malaysia where households welcome visiting guests with food and drink, making it the most important festive period for all beer brands, including Anchor. With a year-on-year decline in sales growth during CNY and a minimal marketing budget, Anchor needed to gain share of voice in an oversaturated landscape of high-budget, branded CNY videos. So instead of putting up another branded video, we put up a bunch of click baits that came with the real CNY message: 'Go spend time with your family!', making Anchor the real beer for a real Chinese New Year!

Market background and cultural context

Chinese New Year is the most prosperous period for beer brands …