54858951
YAU 友
Background
'YAU' proudly represents the Hong Kong spirit of friendship and community, brewing three craft beer flavors with local ingredients. 'YAU' also collaborated with the local design trio BrainRental Lab for packaging design, creatively showcasing Hong Kong's unique culture. We will continue our commitment to supporting local creatives.
TASK
A series of promotion was created to enhance the impression of 'YAU', persuade customers to endorse and recognize the brand value (Hong Kong spirit).
TARGET AUDIENCE
The target audience includes all employees aged 20 to 60 in Hong Kong. "YAU" represents the Hong Kong spirit of friendship and community via beer in a creative way.
THEME
“友啤酒，我哋乜都友” is the theme of our promotion, which promotes the idea that "YAU" wants to unite Hong Kong people and initiate a close friendship between Hong Kong people via beer. “友福同享，友難同當”is the tagline of the campaign which implies our the meaning of “以酒會友”, unite Hong Kong people and build up friendship via beer.
STRATEIGY
Phase 1: Activation
To increase target audience’s awareness of 'YAU'.
Phase 2: Establishment
To interact with target audience via DOOH billboard.
Phase 3: Bonding
To strengthen the relationship with target audience though PR event.
Promotion
ITEM 1: TVC 電視廣告
Concept
To raise audience awareness, we created certain scenes from our daily lives that everyone is familiar with. We'll use the TVC to demonstrate "friendship" and “Yau”.
Execution
An ad which is both philosophical and copy-driven will be designed. We created six scenarios focused on friendship, in which people can rely on their people for support in any situation. Since "Yau" has the same meaning and is homophonic with "friend" in Chinese, it suggests "Yau" will always be with their target audience. People can have ambiguous feelings for their friends in a variety of situations, much like the diverse flavors of beer.
Visual:
全鏡影客廳，中間有一張麻雀枱，兩男兩女在打麻雀。鏡頭切中鏡到麻雀枱，其中一名男玩家出紅中，另一名女玩家碰牌。
鏡頭切中鏡到麻雀枱，其中一名男玩家出紅中，另一名女玩家碰牌。
畫面靜止。
Super:
麻雀友
碰，就點都梗㗎喇，輸咗下次咪又照打翻十幾廿圈
Audio:
MVO: 碰，就點都梗㗎喇，輸咗下次咪又照打翻十幾廿圈!
女玩家：碰呀，食得！
Visual:
中鏡影梳化正前方，一名男子在看電視。
三名約四到五十歲的女子爭先恐後坐到梳化前。
畫面靜止。
Super:
花生友
花生最忌獨食，最好就係嗌哂姨媽姑姐一齊食
Audio:
MVO： 花生最忌獨食，最好就係嗌哂姨媽姑姐一齊食！
男子：嘩，咁都得嘅？
女子1：做咩！
女子2：唔係吖嘛？
Visual:
中鏡影餐廳，六個人在等邊爐水滾，面露尷尬。
鏡頭切特寫，邊爐水滾，一堆食材被不同人的手倒下去。
畫面靜止。
Super:
邊爐友
一次生，兩次熟，至緊要係淥熟個氣氛嘅啫
Audio:
MVO：一次生，兩次熟，至緊要係淥熟個氣氛嘅啫！
友人1：滾喇滾喇！
友人2：落嘢！
Visual:
全鏡影晚上的海灘，兩名女子坐在沙上。
鏡頭切特寫，一名女子在嚎啕大哭，然後趴在另一名女字的膊頭上。
畫面靜止。
Super:
爆喊友
無錢無愛情無嘢做乜都喊，又有咩所謂 ，我個膊頭實隨時ready
Audio:
MVO： 無錢無愛情無嘢做乜都喊，又有咩所謂 ，我個膊頭實隨時ready！
女子：嗚嗚，我好慘呀！
Visual:
中鏡影糖水舖卡位，一名男子坐在卡位中望着對面的空位，桌上有兩碗糖水。
他聽到聲音後向斜上方望。
畫面靜止。
Super:
例遲友
五分鐘又五分鐘，早餐都變晚餐，但只要糖水鋪未收，幾夜都唔嫌夜
Audio:
MVO: 五分鐘又五分鐘，早餐都變晚餐，但只要糖水鋪未收，幾夜都唔嫌夜!
落單男：sorry，遲咗！
Visual:
全鏡影大排檔，有兩男一女，一男一女看着餐牌瘋狂搖頭。
鏡頭轉中鏡，另一名男子舉手下單。
畫面靜止。
Super:
是但求其友 咩都無所謂，但又樣樣都有啲所謂。你唔諗，咪我諗囉
Audio:
MVO: 是但求其友 咩都無所謂，但又樣樣都有啲所謂。你唔諗，咪我諗囉
落單男：唔該寫嘢！
Visual:
快速掃回剛才的數個場面：
特寫影麻雀枱的其中一人一邊喝啤酒一邊出牌。
中鏡影梳化中的數人一邊吃花生一邊喝啤酒。
中鏡影一桶啤酒被送到打邊爐店桌上。
中鏡影沙灘上哭的女子趴在另一名女子膊頭上喝啤酒。
特寫影糖水鋪遲到男子拿着兩支啤酒坐下。
特寫影餐廳大排檔的數人在碰杯。
Audio:
MVO: 友，又邊止呢幾種，無論係邊種友，陪你同甘共苦嘅，就係「友」。
Visual:
一支友啤酒出現在畫面正中，包裝其他部分是普通的友啤酒設計，但寫着啤酒名稱的部分變為「 #____友」。
Audio:
眾人聲：記住，幾時都有「友」係你身邊！
ITEM 2: DOOH billboard 户外電子智能告示板
Concept
To interact and play with target audience.
Execution
Using a DOOH billboard to interact and play with the target audience based on their mood. All bus stops in Hong Kong will have a DOOH billboard. Like your friends, the device can make simple conversation and "猜枚" with the target audience. It has the capacity to boost the brand's reputation and goodwill.
This device can determine your mood based on a person's expression or tone, and then converse with them accordingly. If no one walks around the DOOH billboard, a cartoon animation of "猜枚" and the slogan "友啤酒，我哋乜都友" will appear. When someone approaches the billboard, the device detects the audience's mood and initiates a conversation (with subtitles). The winner will receive a buy-three-get-one-free beer e-coupon, which they may use to purchase beer and share with their friends.
Here is an example:
（巴士站外站着狀態疲倦，剛下班的人）
DOOH：「做咩頭耷耷啊？」
DOOH：「今日你遇到我就有運行啦。」
男人：「吓？」
DOOH：「有冇興趣嚟玩個酒game先？」
男人：「What?」
DOOH：「放心，唔會攞咗你條命㗎喎。」
DOOH：「唔答就當應承㗎啦。」
*屏幕上的文字為字幕
DOOH:「我哋玩猜枚！我先！」
（猜枚）
*屏幕上的文字為字幕
如玩家贏出：
（屏幕上會有彩帶及電子優惠券QR code）
DOOH：「贏咗喎！喇喇臨攞埋張coupon同班friend班買翻打啤chill drink啦！」
*屏幕上的文字為字幕
如玩家輸了：
DOOH：「哎喲喲你輸咗囉！仲唔快啲約埋班frd chill drink練練手氣?」
*屏幕上的文字為字幕
DOOH：「忙還忙，唔好唔記得同班friend聚一聚啊！」
*屏幕上的文字為字幕
Tagline:「友福同享、友難同當」
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Logo
ITEM 3: PR Event 公關活動
Concept
Connect Hong Kong people through a PR event, in order to get public attention and awareness.
Execution
Our event will be open to passers-by and their friends. Staff will assist them in taking a photo. The beer bottle will be printed with a group photo, and the participants will then put the beer bottle on a 2.5M X 1M X 2.5M huge device by themselves. The device will flash on when a particular amount of beer bottles has been collected. The device is meaningful and appealing because it was made by Hong Kong people.
將參加者的合照印在啤酒樽作為賣點，吸引市民參與，再交由參加者親手將啤酒樽放在大型「友」字裝置上。當收集一定數量的啤酒樽後，裝置會發亮。而裝置是由香港市民共同完成的，以此為賣點吸引大眾或媒體參與。
Location 地點：
Harbour City
APM
Times Square
Citywalk
New Town Plaza
合照酒瓶示意圖
巨型「友」字形 Model
2.5M X 2.5M X 1M
社交媒體 User-generated content （「友」裝置完成後）：
We'll invite people to take photo with the device while it is finished. People who posted the photo on Facebook and Instagram, tag Yau’s page and hashtag #友福同享友難同當 can get a special photo.
邀請市民和巨型的「友」字裝置合照，然後在社交平台(Facebook、Instagram) 打卡分享，Tag @友啤酒的社交平台專頁，並且Hashtag #友福同享友難同當，只要做齊以上步驟，每人即可獲得即影即有合照一張。由用戶創作的內容可以有效地提高是次活動在網絡上的曝光率，增加品牌知名度及好感度。
即影即有合照
