Strongbow's Chinese New Year Campaign Shares Pleasant Sounds
Laura McQuarrie — February 6, 2019 — Marketing
References: cnyrefreshed.my & campaignbriefasia
In celebration of the Chinese New Year, Strongbow Apple Ciders launched a unique cider campaign that's centered around the autonomous sensory meridian response (ASMR) and using quiet, soothing sounds to relax listeners. The playlist shares refreshing sounds and conveys the brand's pleasant character and reimagines some of the uncomfortable conversations that often happen during celebrations at this time of the year. For instance, track five introduces an entirely different experience based around the sound of one's "second aunt asking when you're getting married."
With the relatable scenarios, the cider campaign conveys the feelings that are generated by opening a can of the brand's cider. Additionally, each track contains a hidden promo code that may be used to redeem a four-bottle pack via Drinkies for a limited time.
With the relatable scenarios, the cider campaign conveys the feelings that are generated by opening a can of the brand's cider. Additionally, each track contains a hidden promo code that may be used to redeem a four-bottle pack via Drinkies for a limited time.
Trend Themes
1. ASMR Marketing - Opportunity to leverage autonomous sensory meridian response (ASMR) to create immersive and soothing marketing campaigns.
2. Relatable Experiences - Opportunity to connect with consumers by reimagining common and relatable scenarios in advertising campaigns.
3. Hidden Promo Codes - Opportunity to drive sales and engagement by incorporating hidden promo codes in marketing materials.
Industry Implications
1. Beverage Industry - Disruptive innovation opportunity for cider and other beverage brands to create unique and immersive marketing campaigns using ASMR.
2. Advertising Industry - Disruptive innovation opportunity to incorporate relatable scenarios and experiences in advertising campaigns to connect with target audiences.
3. E-commerce Industry - Disruptive innovation opportunity to integrate hidden promo codes in marketing materials to drive sales and increase customer engagement in e-commerce platforms.
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