Anchor Beer's Chinese New Year campaign titled "Real Beer for Real Moments" encourages consumers to cherish real moments with their families.
IPG Mediabrands Malaysia’s creative agency, Ensemble Worldwide, was involved in conceptualising and producing the campaign. "Real Beer for Real Moments" is said to be simple, authentic and down-to-earth as Ensemble pivots from the traditional Chinese New Year ads, and runs until 20 February.
The campaign draws on copy and captioning that appears like clickbait content, paired with thumbnails that have been made to seem like big budget production films, to encourage consumers to click through and view the video spots. Upon clicking, the user is faced with a static, copy-based visual with honest and real copy that addresses consumers directly. The ad will appear on rotation various platforms including YouTube, Facebook, Canvas and Outbrain.
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“As a real beer for real moments, Anchor wanted to give this time back to our fans – for them to grab an Anchor this Chinese New Year, and go out to create their own moments with family and loved ones, instead of watching others in adverts do the same,” Jessie Chuah, marketing manager, Anchor Beer, said.
According to ECD of Ensemble Worldwide Chan Woei Hern, Anchor Beer is known for being real and no frills, and this campaign was the perfect opportunity to show the unpretentious and "real" face of Anchor.
“The writing of the film titles and captions were made to 'linkbait' people into thinking they were watching an emotional Chinese New Year film. We also created articles that did the same. Our topics were based on the most searched terms and most used themes for festive brand ads, such as reunions, family and going home. It’s a light-hearted, tongue- in-cheek way to drive brand relevance, and hopefully make people smile,” Chan added.