Serviceplan Shanghai and Budweiser launched a unique social media campaign at the end of 2020, designed to bring some light relief to lockdown by creating a fun way to entertain at home with animal-inspired games and props.
The ‘Unleash your party Animal‘ home party kits were accompanied by two films, ‘Disco Wolf‘ and ‘Smiley Cat‘. Drinking games featured in the home party packs were inspired by the charades game Heads Up, where you guess the identity of the other person. However, the Budweiser version of the game has an unusual and unique twist, for it comes with animal paws designed for holding a can of Budweiser, inspiring the players to unleash their inner party animal.
COVID-19 was a brutal blow for Budweiser and its consumers, who prefer going to restaurants, bars and nightclubs for socializing, having fun and letting off steam, as opposed to staying at home. As the ‘King of Beers’, Budweiser wanted not only to stimulate business during lockdown, but also to help consumers have some well-deserved fun in their own homes while their favourite places of entertainment were closed. So, Budweiser and Serviceplan Shanghai inspired consumers to bring the fun into the safe confines of their homes by not just advertising to them, but providing real life solutions to enrich their home gatherings. The campaign ran on social media and the e-commerce platform JD.
After a successful pilot launch in Chengdu, 4,000 packs were sold out within 3 days, and the campaign generated over 10 million impressions on social media. More importantly, the Budweiser home party packs helped Budweiser fans to have well-deserved fun within the confines of their own home during lockdown.
We all remember those parties where some of the guests are outspoken or behave in hilarious ways. These quirky party guests are depicted in the spot ‘Disco Wolf’ were an uninhibited party guest throws some crazy shapes on the dance floor, an in ‘Smiley Cat’, where the smile of a beautifully feline guest is impossible to resist.
‘Home Party Animal world’ was the creation of Serviceplan Shanghai Group Creative Officer Kan Wing Ho, who conceived the idea for the paws that party guests can wear to take on their spirit animal, and also directed the two spots, which have a distinctly quirky retro vibe and aesthetic inspired by vintage Chinese movies.
Ario LIU, Brand Manager, Budweiser, said: “We started with IH consumer behaviour understanding. We wanted to engage our consumers with the whole experience, but not only drinks. In this case, the ‘Unleash your Home Party Animal’ idea also provided games and props solutions. We look forward to the 2.0 version to be launched on more channels.”
Title: Unleash Your Home Party Animal
Agency: Serviceplan Shanghai
Worldwide Executive Creative Director, Serviceplan Group: Jason Romeyko
Management Director: Bernard Wong
Group Creative Officer: Kan Wing Ho
Associate Creative Director: Pillow Zhou, Wang Yifan
Senior Art Director: Magical Zhao, Jason Liu
Senior Copywriter: Lisa Liu
Copywriter: Cole Yao & Mao Shanshan
Planning Director: Moritz Sanner
Director of Client Services: Erin Li
Account Director: Stella Shi
Senior Account Executive: Elena Liu
International Communications Officer, Serviceplan Group, House of Communication : Lee Sharrock