18 AT LAST

Harbin is China's no.1 beer for Legal Drinking Age drinkers (i.e. over 18s). So we saw an opportunity at New Year's Eve to steal the spotlight from other beer brands who spend heavily on media during the holiday period. So instead of going mass, we focused the campaign on one special person...the very last one to turn 18 in 2018. She's spent a whole year watching her friends turn legal and going out to drink, so we thought we'd make it up to her with a very special present...the world's first AI powered beer tap!

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Our small stunt gained mass coverage in the news and out performed all other beer brands over the New Year period. We also hear that she's now a regular beer drinker!

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• 11 Days continuous coverage

• 700m media impressions

• 2m Hashtag engagements