Anchor Beer: The Shortest CNY Ad

Budget beer brand Anchor used an innovative social media campaign to cut through the clutter of Chinese New Year advertising and boost its unaided brand recall in Malaysia.

Campaign details

Brand: Anchor BeerBrand owner: Heineken Malaysia BerhadLead agency: Ensemble WorldwideContributing agencies: Universal McCann MalaysiaCountry: MalaysiaIndustries: Beer & ciderMedia channels: Online video, Social mediaBudget: 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...

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