Directions Cambodia launches ABC Extra Stout’s “Be Exceptional” tv spot and campaign

ABC Extra Stout hosted the April 5 media launch of its new “Be Exceptional” TV commercial and campaign at the city’s luxurious Sofitel Phnom Penh Phokeethra.

A member of the ComZone Group, Directions specializes in BTL services and it successfully amplified the new “Be Exceptional” campaign theme core concept and greatly impressed the exclusive group of prominent guests and celebrities including leading media practitioners and other thought influencers.

Golda Gomez, Cambodia Brewery Ltd. Brand Manager for ABC Extra Stout, noted the affair’s success in a meeting with Directions executives, “This new campaign is of vital significance to our brand’s communication and marketing aims. Considerable effort and resources went into its creation and it’s important to present it in an effective and memorable manner.” She added that the agency’s ability to work within strict brand parameters while still thinking outside the box was key to meeting the event’s goals.

After thanking their client for putting their trust in the agency, Jessica Lim, Group Managing Director of Directions, stated, “A key concern was how to launch the new campaign message in a manner befitting the stout’s premium status. By staging a formal cocktail with sophisticated performance numbers including a posh fashion show, we kept interest levels high and the attendees focused on the campaign’s essence. The bespoke cocktails based on ABC Extra Stout were big hits and fuelled the audience’s appetite for more.” The seamless program kept audience energy buzzing with its array of popular singers featuring Pich Sophea and Khemerak Sereymon. “The entertainment also featured skilled mixologists displaying their mastery of the craft, fascinating magic shows and dynamic dance numbers that led up to the night’s unexpected augmented reality (AR) intro to the TV commercial,” she added.

The evening concluded with the awarding of raffle prizes and a well-applauded finale that had the audience cheering for ABC Extra Stout’s exhortation to be exceptional.

“We’re honored to be involved in one of the year’s most exciting media launches,” said Lim. “It was challenging but very fulfilling for the entire team to work with clients who ask for only the best ideas and efforts. We look forward to working with ABC Extra Stout again in the near future.”