Having been a staple in Chinese restaurants across the Australian marketplace for over 20 years, it was time for Tsingtao Beer to live up to its true party potential.
A decision was made by Tsingtao’s Head Office to expand the beer’s market position in Australia. Instead of targeting men aged 35+ dining in Chinese restaurants, Tsingtao wanted to appeal to young professionals aged 18–35 who would buy their beer from bottle shops and enjoy it socially.
The campaign yielded record-breaking sale figures during the course of the three-month campaign.
In order to drive sales, a uniquely Australian Tsingtao personality, identity, and tone that would be required – one that would resonate with this newly desired target market.
Unlike certain other exported Asian alcohol beverages, the majority of Australians didn’t have a nostalgic connection with Tsingtao Beer, or its traditional Chinese culture. This meant we could give Tsingtao Beer a new and distinctive character for the local marketplace.
Over the summer of, UMM strategised, developed, and implemented a fresh, integrated communications campaign. A connection with Chinese culture, and the similarities between the drinking cultures in China and Australia, was established – bridging the gap between the two.
Award-winning Chinese-Australian comedian Ronny Chieng was enlisted as the brand’s ambassador.
- Record-breaking sales figures during the course of the three-month campaign.
- Branded content generated approximately 1m targeted impressions on the Tsingtao ‘Lead The Pack’ YouTube channel.
- More than 40K video views in three months.
- 1.95m people were reached through digital channels in three months.