ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
The Harbin Back Rack Hack
Agency BBDO China + Shanghai Red Horse Advertising and Media Co.,Ltd. / Shanghai + Anheuser-Busch InBev China Sales Company. Limited.
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Category
Commerce
Annual ID
OA25_EXI007M
Background
Corner pop stores are one of the most important and popular POS in China low tier cities for beer, especially for mainstream brands. The shops often serve as a social institutions in the local community, where the TA like to hang out and drink a beer on the spot instead of at a bar. Therefore, they expect a beer ready for consumption directly out of the fridge. But the fridges are usually over-stocked and less powerful as the ones in modern CVS, and often placed outside, which makes it hard to get a properly chilled beer.
Creative Idea
To boost sales, we hijacked the TA's common behavior to reach for the coldest beer at the back of the fridge. As this is often impossible at regular retail fridges, we designed a special rack, that made it easy to reach to the very back. Against all marketing logic, we then asked stores to stock our beers only at the back, behind all of our competitors. This ensured the coldest beer was always ours, which reinforced our positioning as the iciest beer in China. And by giving easy access to the back, we successfully intercepted the shopping cycle which attracted existing and new customers alike.
Insights & Strategy
Contributing over 50% of sales, corner stores are Harbin’s most important POS in China, where consumers buy beer for instant consumption. But the fridges are often old and sometimes placed outside.
As beer lovers know, the coldest beer are to be found at the back of the fridge, instead of the front space where brands traditionally will stay for a better visibility. As consumers tend to grab beer from the back, they find it difficult with the packed fridges.
Instead of fighting for the front places, we found the opportunity in the back that lead to the creative idea. By modifying the fridges racks, we hijack consumer behavior to turn the worst retail space to Harbin’s icy opportunity.
As beer lovers know, the coldest beer are to be found at the back of the fridge, instead of the front space where brands traditionally will stay for a better visibility. As consumers tend to grab beer from the back, they find it difficult with the packed fridges.
Instead of fighting for the front places, we found the opportunity in the back that lead to the creative idea. By modifying the fridges racks, we hijack consumer behavior to turn the worst retail space to Harbin’s icy opportunity.
Execution
We told stores to place Harbin exclusively at the back as we supplied them with redesigned fridge racks that make consumers reaching back much easier: with a dedicated grab lane, kept clear by incorporating the brand’s mountain logo. A spring-loaded mechanism pushed our beer into the place, so all the beer at the back are within your reach. And consumers were able to get the most iced beer as they want.
Each “Back Rack” shelf will be supported by a backdrop visual that explains the activity.
The campaign went across 15 corner stores in southern China, and related social media content help to amplify the influence to a national even global level.
Each “Back Rack” shelf will be supported by a backdrop visual that explains the activity.
The campaign went across 15 corner stores in southern China, and related social media content help to amplify the influence to a national even global level.
Results
The work resulted in a 18.7% increase in sales and 20% customer flow rising.
With related content posted on social media by the consumers and store owners, the work created a bigger influence beyond the stores and help more consumers to know Harbin as the icon of icy refreshment
With related content posted on social media by the consumers and store owners, the work created a bigger influence beyond the stores and help more consumers to know Harbin as the icon of icy refreshment
2025 Awards
Total Points: 2
Merit Award
Credits
Agency
BBDO China
Client / Brand
Anheuser-Busch InBev China Sales Company. Limited.
Production Company
Shanghai Red Horse Advertising and Media Co.,Ltd. / Shanghai
Art Director
Tia Fang
Copywriter
Arthur Tsang
Executive Creative Director
Jan Hendrik Ott
Lock Sin Chong
Producer
Elvis Li
Senior Creative Director
Christophe Willocx
Account Director
Ody Zhu
CEO
Beck You
CORE+ & Emerging MKT Sr. Director, China
Joseph Lee
Group Head
Yuanyuan Ma
Group Planning Director
Harry Chen
Harbin Associate Marketing Director
Jessica Yang
Harbin Marketing Director
Penny Pan
Harbin Senior Marketing Manager
Rex Wang
Planning Manager
Shin Shen
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