Carabo and BBH launch ‘Green Energy. More than you can imagine’ integrated campaign in China
BBH China has rolled out a new integrated campaign for Carabao, a global energy drink brand, following its appointment earlier this year.
Launched in Thailand in 2002 by Carabao Tawandang, Carabao is a leader in the global energy drink category and has been previously launched in the UK – one of the top five energy drink markets worldwide. The brand is now focusing its efforts in the growing China market which it entered in 2017.
In a departure from traditional campaigns in the category dominated by extreme sports and adventure, the campaign uses real life situations and relatable characters to engage consumers and to highlight the benefits of consuming the energy drink.
The campaign lands on the line ‘Green Energy. More than you can imagine”– inspired from the natural energy of guarana and the limitless energy that could be unlocked with Carabao. Guarana is a key and differentiating ingredient of the drink, which also contains vitamin B6 and B12. Targeted at men between the ages 18 to 35 years, the campaign comprises of TVC, online, print, POSM and social component.
The campaign simply brings the product benefit to life by humorously showing ordinary people accomplishing extraordinary things to a quite unimaginable extent. Comprising of five different executions in both 15s / 30s versions, the films revolve around characters like a student, an office employee and a sports fan, who get a boost in energy after drinking Carabao in everyday situations.
For Super Fan:
The film shows a guy at a match who is thrilled to see himself on the live streaming of the match.
He runs around the stadium, trying to out-wit the cameraman at the stadium.
He holds up a placard that reads, “Look!” at the 0:07 and continued to another spot in the stadium, now holding up a card that says, “It’s me!”.
The cameraman is perplexed and swivels his camera away. The man continues to catch up and run in the direction of where the camera is being maneuvered towards. Finally, at 0:19, four rows of spectators flip their placards over, revealing the word, “It’s all me!” and the guy stands in front of them, grinning from ear to ear.
For Office:
“Do you have the powerpoint deck?”
The main talent looks stunned. His superior demands, “It’s your job to give me my presentation material.”
“Firstly, let’s look at the last year’s performance compared to this year. Look at the blue chart. For the first quarter. Second quarter. Third quarter…” the boss continues presenting fervently, without any pause, while the main talent churns out data and charts for his superior’s presentation.
“And in this season…” the boss taps on the table impatiently, waiting for more information to be projected on the screen.
The main talent seems to be on the roll after he takes another sip of Carabao. The boss goes on, “Every month… every day…” and as he does that, the charts of the performance keep appearing on the screen automatically. The boss concludes, “I’ve always been a person who pays attention to details.”
A Carabao China spokesperson said, “We strongly believe there is an opportunity to broaden the appeal of energy drinks in the Chinese market. Carabao with its “green energy” has all the right ingredients to offer to savvy Chinese consumers who lead stressful and busy lives and are looking for a great tasting energy boost. We are confident that the current campaign with its light-hearted approach will create awareness and increase trials for the brand.”
Arthur Tsang, Chief Creative Office, BBH China said, “We are delighted to be on this journey with Carabao as they expand into the China. As a newcomer to the market we need a campaign that is telegraphic and cuts through the very cluttered drinks category – to punch above our weight. Our execution focuses on humour and a refreshingly different look at energy drinks and performance.”
Credits –
Chief Creative Officer: Arthur Tsang
Executive Creative Director: Yinbo Ma
GCD: Haoxi Lu
Associate Creative Director: Blue Lu
Business Director: Arto Hampartsoumian & Charlotte Sng
Account managers: Jane Chen (AD), Siying Goh (AAD), Joy Min (AM)
Planners: Matt Nolan (PD), Jessie Wu (Planner)
Production Company: Black Sheep Studios
Co-production: A New Life Films and NakiD
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