Hong Kong – Asahi, one of Japan’s popular alcohol brands, together with dentsu International Hong Kong, has launched its first-ever 3D billboard in the heart of Hong Kong’s busiest district. The ad serves as an extension to Asahi’s global brand campaign under the platform “Beyond Expected”, a bold manifesto that leads its audiences to unveil unexpected experiences modern Japan brings.
Asahi’s campaign is the first-ever alcohol brand to create such an immersive and anamorphic OOH (out of home) in Hong Kong. The ad is also an uplift and local adaptation of Asahi’s brand campaign currently touring around the world.
The 3D ad starts with a 6-secs reveal of Asahi’s canned beer and finishes with a 15-secs brand reel. Surrounding the ad is a full 270-degree OOH domination right on top of Times Square, one of Hong Kong’s most popular shopping malls. And complementing the OOHs is a streamlined O2O and integrated consumer journey that engages audiences through digital content on social media, websites, banners, TVs, etc.
Donny Ho, regional sales director for Asia of Asahi Beer Asia, said the campaign is extremely meaningful for them.
“One of our marks to be truly Beyond Expected through action, so consumers can see us with fresh eyes, and to take Asahi’s modern Japan spirit with them when they explore the city,” Ho said.
Chester Tang, creative director at dentsu International Hong Kong, commented, “We see 3D billboards as the next phase of advertising; in fact, it’s already here.”
“We have a head start in Hong Kong and are now free to break the fourth wall, merge with our IRLs and blur the lines between content, experimental and OOH,” Tang added.