Campaign details
Brand: Anchor BeerBrand owner: Heineken Malaysia BerhadLead agency: Ensemble WorldwideContributing agencies: Universal McCann MalaysiaCountry: MalaysiaIndustries: Beer & ciderMedia channels: Online video, Social mediaBudget: Up to 500k
Executive summary
Chinese New Year (CNY) is a festive celebration in Malaysia where households welcome visiting guests with food and drink, making it the most important festive period for all beer brands, including Anchor. With a year-on-year decline in sales growth during CNY and a minimal marketing budget, Anchor needed to gain share of voice in an oversaturated...