【营销星球-私密】20191218-abc-cny-campaign-fian

AGENDATHEBRIEFTHETHINKINGCREATIVEIDEASUMMARYTHEBRIEFCYNisoneofmostimportantfestivalthatwecouldleverageforbrandcommunication.Inthiscampaign,weaimtodevelopABCcrosscategoryCNYcampaignbasedonCNYrelevantinsightto:BuildbrandawarenessandbrandrelevancywithCNYfestivaloccasion.Driveproductdesirethroughdigitalcontent.Seamlessconsumerjourneytodrivesalesbothonlineandoffline.-INCHINA-中国人喝酒都有特定的气氛，特定的场合酒可以传递特定的情感表达，尤其是在春节里Wehavealonghistoryondrinkingculture.DrinkingbehaviorcandeliveremotionalexpressioninCNYespecially.（REUNIONWITHFAMILY|MEETFRIENDS|ATTENDAWEDDING）-INCHINA-家庭在新春都愿意喝传统酒：比如白酒，黄酒。但这并不意味着说年轻人就会喝洋酒，取而代之的是啤酒，可乐和橙汁等MostChinesefamilywillchoosetraditionaldrinks,suchasChineseSpirit,YellowWine.Butthisdoesnotmeanthatyoungpeoplewillchooseforeignone,whichwillbereplacedbyBeer,ColaandOrangeJuice.创造专属于年轻人在春节喝酒的场景并产生特定的