Case Study

Nestle × Sunset Roller

Single "Coffee's on Me"

This year, without "Summer of the Band", Nestle invited Sunset Roller to welcome the summer together, making up for the regret of this summer. In recent years, many brands have cooperated with bands to release songs, but Nestle did not blindly pursue bands with their own variety show traffic, but found Sunset Roller, this year's Golden Melody Award winner, who has a distinctive and unique style, is highly compatible with the brand, and has opened up public recognition.

In the hot summer, the band wrote this gentle and comfortable "Coffee's on Me" after tasting the specially blended iced coffee one by one, which fits the pleasure and mood of drinking iced coffee. In line with the musical atmosphere, the MV presents the laziness of summer with film tones, injecting the taste of coffee into music and images.

The aroma of coffee lingers between your teeth, the psychedelic tunes surround your ears, and the retro nostalgic pictures appear before your eyes. The rich sensory experience of taste, hearing, and vision makes people intoxicated, bringing the unique summer atmosphere to its fullest, conveying the romance of "Iced coffee never sets, summer never fails". In this collaboration, Nestlé fully demonstrated the personality and style of the band, added a different color to the product, and injected a unique charm of psychedelic tenderness into its own brand image.

Tags: Singing talent young people Creative

Tmall Super Brand Day × AYAYI

AYAYI becomes digital manager

With real-life stars’ successive “collapses” and the aggressive metaverse, virtual idols seem to have ushered in a golden period of career development. Among them, the most popular one is AYAYI, the first hyper-realistic digital person in China that just debuted this year. While most brand cooperation is still in the form of endorsements and check-ins, Tmall Super Brand Day invited AYAYI to serve as a digital manager and reached a long-term in-depth cooperation.

Coinciding with the Mid-Autumn Festival, Tmall Super Brand Day also simultaneously launched an NFT digital mooncake, making mooncakes a limited-time and limited-quantity exchange gift in the digital world, giving users a new experience, and also creating topics for this cooperation and expanding the volume.

Digital people who are infinitely close to real people can connect virtuality and reality with hyper-realism, which can help brands open up the marketing world of the metaverse. Starting with digital mooncakes, Tmall Super Brand Day continues to give play to the characteristics of digital managers that are not limited by time and space. Through explorations in the form of digital collection halls and NFT art exhibitions, she has gradually unlocked the identities of NFT artists, digital curators, and fashion brand managers, broadening the boundaries of digital marketing. Following AYAYI's journey in the metaverse, Tmall Super Brand Day is opening up more imagination for the communication between brands and consumers.

Tags: E-commerce Digital Creative

SNICKERS Hungry Zombies

Creative short film deepens the impression of the theme event

SNICKERS' "SNICKERS Hungry Zombies" event combines the zombie theme in a humorous way to emphasize their brand appeal: when you feel hungry, you may become irritable and irritable, and behave strangely like a zombie, and eating a SNICKERS can quickly solve the problem brought by hunger and return you to normal. SNICKERS created an eye-catching advertising theme with creative insights, and then deepened the impression of this theme in the minds of the audience through the influence of Internet celebrity marketing.

SNICKERS invited Internet celebrity Meiji to shoot a creative short video on Tiktok. Internet celebrity Meiji has attracted a large number of fans with her Cosplay makeup or horror makeup. She has more than 50 million likes on Tiktok, and each short video can get millions of views on average. Meiji shows a special horror makeup in the video and invites her family to shoot together. When the protagonist eats SNICKERS, her emotions and behavior quickly return to normal. The combination of realism and strange makeup shows the special style of Internet celebrities. Netizens commented below, "It's better than the original ad" and "Well shot 😆😊", praising the creativity and natural and unstuck brand matching. In this case, the unique style and creativity of the Internet celebrity are intertwined with the brand theme to create a natural and unstuck short video, leaving a deep and interesting brand message to the audience in a short time.

Tags: Funny novel Creative
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