CORONA 11:11 - Win your island

This case study demonstrates how Corona, a Mexican beer brand, got itself noticed by Chinese consumers by tapping into Chinese culture.

CORONA 11:11 – Win your island

Campaign Details

Brand: CoronaBrand owner: ABInBevAgency: ec+Country: China

Executive summary

China's Double 11 is the biggest e-commerce festival on the planet with sales exceeding $19bn USD in one day. Corona, which has low brand equity, had to get noticed in a fiercely competitive market. The most obvious option was to create a campaign purely driven by emotional and physical needs of the consumer. The campaign had to influence consumers to purchase Corona on Tmall, one of China's most popular e-commerce sites. In order to accomplish this, an...

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