Japanese beverage giant Asahi has partnered with dentsu Hong Kong to launch an innovative omni-channel campaign for its new beer, Dry Crystal. The initiative aims to enhance brand experience and increase consumer conversions for the product.
The campaign focuses on offering consumers a fresh perspective on beer, encouraging them to explore new experiences. In light of Asahi’s competition, which traditionally emphasizes offline marketing, dentsu utilized its data-driven strategies and first-party insights to effectively navigate the digital landscape, engaging target audiences throughout their purchasing journey.
The strategy included the integration of programmatic digital out-of-home (pDOOH) advertising in key locations across Hong Kong, complemented by engaging interactive video and display formats. Through data partnerships with The Trade Desk, dentsu enabled Asahi to harness retail insights, allowing for precise targeting of potential customers.
This comprehensive approach not only heightened brand awareness but also facilitated conversions, effectively merging online and offline efforts. The campaign has been particularly successful, amassing 13.6 million impressions and 4.3 million video views. Asahi plans to expand its reach by 87% in the coming months, capitalizing on the momentum generated since the campaign’s launch.
Notably, Asahi’s flagship store on HKTVmall experienced a remarkable 392% increase in conversions within just three weeks of the campaign’s initiation, demonstrating the effectiveness of the targeted outreach.
Mag Lai, regional head of brand at Asahi Super Dry, expressed enthusiasm about the collaboration, stating, “We are thrilled to once again collaborate with dentsu Hong Kong on this effective omnichannel campaign for Dry Crystal. Dentsu has empowered Asahi to break through the competitive landscape and achieve remarkable success in both brand awareness and conversions.”
Kitty Kwan, planning director at dentsu Hong Kong, emphasized the campaign’s impact, noting, “This omni-channel campaign for Asahi showcases dentsu’s commitment to delivering impactful solutions that drive meaningful growth for our clients. By seamlessly integrating data-driven strategies across channels, we’ve created a campaign that resonates with consumers and clients, helping to maximize the brand’s reach and engagement.”
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