dentsu Hong Kong creates omni-channel campaign for Asahi’s new Dry Crystal beer

Asahi has once again partnered with dentsu Hong Kong on an omni-channel campaign for its new beer – Dry Crystal. The campaign aims to bring users to a new discovery by unlocking new ways to experience beer.

This collaboration has not only enhanced Asahi’s full-funnel communication but also driven remarkable results in terms of awareness, engagement, and ultimately, conversion among its consumers. So far, we have already achieved 13.6 million impressions and 4.3 million video views. Furthermore, the campaign is continuing to gain significant traction across Hong Kong, with plans to achieve an 87% boost in its reach going forward.

Acknowledging Asahi’s predominantly offline-driven competitors and the evolving cookieless landscape, dentsu identified a distinct opportunity. Leveraging its expertise in data-driven solutions, dentsu effectively navigated the changing digital environment by utilizing first-party data to stay ahead of industry shifts and engage its target audiences with precision throughout the purchase journey.

The campaign’s execution seamlessly blended outdoor programmatic digital out-of-home (pDOOH) advertising, strategically placed at prime locations across Hong Kong, with captivating interactive formats spanning video and display channels. Furthermore, dentsu’s data partnerships with The Trade Desk enabled Asahi to leverage retail data and precisely target and convert users. This multifaceted approach successfully captivated audiences, fostering heightened brand awareness while seamlessly driving conversions to online sales platforms and offline retail stores, ensuring Asahi’s message reached the right consumers at the right moment. Notably, this included a remarkable 392% increase in conversions on Asahi’s flagship store on HKTVmall, recorded only 3 weeks after the campaign launched.

“We are thrilled to once again collaborate with dentsu Hong Kong on this effective omni- channel campaign for Dry Crystal,” said Mag Lai, Regional Head of Brand, Asahi Super Dry. “Dentsu has empowered Asahi to break through the competitive landscape and achieve remarkable success in both brand awareness and conversions.”

Kitty Kwan, Planning Director, dentsu Hong Kong, added: “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 reaches and engagement.”

Credits
Dentsu Hong Kong
Business Director: Polly Ip
Planning Director: Kitty Kwan
Senior Media Planner: Nicole Wong
Programmatic Director: Ashley Yeung
Associate Programmatic Manager: Tracy Chui
Associate Programmatic Manager: Iris Kwok