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AGENDA- BRAND CONTEXT- 2018 CNY CAMPAIGN KEY LEARNINGS - CNY LEARNINGS & 2019 STRATEGY - CREATIVE ASSETS- COMMUNICATION TASKS- TIMINGS2

- BRAND CONTEXT- 2018 CNY CAMPAIGN KEY LEARNINGS - CNY LEARNINGS & 2019 STRATEGY - CREATIVE ASSETS- COMMUNICATION TASKS- TIMINGS3

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- BRAND CONTEXT- 2018 CNY CAMPAIGN KEY LEARNINGS- CNY LEARNINGS & 2019 STRATEGY - CREATIVE ASSETS- COMMUNICATION TASKS- TIMINGS6

MEDIATRADEPACKAGINGDIGITAL & SOCIAL2018 CNY CAMPAIGN KEY LEARNINGSFROM FUNCTIONAL TEAMS:

MEDIA

Learnings from 2018 Celebration campaign and implication for 2019MigrationPre-planningRide on social topics and engage consumers (Unblock your parents)➔Tencent Co-op and media amplification➔People’s Daily➔WeChat moment adsFollowing migration features➔OOH (Airport/CRH/CBD)➔Mobile FMMotivate consumer engagement➔Cinema pre-roll 60” + activation➔Photo APP co-opDuring CNY HolidayAlways-onBuild fundamental campaign awareness➔ ISP: more TV and mobile during CNY➔ Long-term OOHKey Media Initiatives(Moments-based consumer journey planning)Leanings & Implications(Continue with moments-based approach)➔ Tencent ecosystem: supportive for campaign coverage, but failed to build brand impact➔ WeChat moment ads: creative and content is critical to drive engagement➔ OOH: limited impact on reach; continue to occupy but need better quality to improve OTS➔ Mobile FM: can be leveraged as long-term content generator➔ Cinema: still key to own CNY occasion providing immersive experience, but not ideal as drinking occasion➔ Fundamental plan: continue with ISP optimization and long-term OOH to ensure awareness base

DIGITAL & SOCIAL

TENCENT COOP leverages strategic partnership with TENCENT, aiming to amplify the social topic of ‘请做我的圈内人’. This is currently well supported by outstanding media delivery within TENCENT ecosystem, over achieving impressions than planned.11SOCIAL SURVEY 社会调研WARM UP H5预热期 H5(1.18-1.24)LAUNCH OF TENCENT WHITE PAPER腾讯新闻 白皮书发布(1.25-1.27)NEWPAPER人民日报/省报WECHAT MOMENT AD朋友圈广告上线长视频请做我的圈内人WANDA PREMIERE万达首映礼(1.27)WARM-UP CONTINUE TO BUILD UPCLIMAX KICK-OFF PHASE父母是你的圈外人吗感谢父母，让我做自己打开百威，打开心扉请做我的圈内人做自己 必须屏蔽父母吗THEME480M VS. 513M631M VS. 671M628M VS. 639M1526M VS. 1692MIMPS EST. VS. ACTNYC EVENT纽约时代广场活动(1.26)* Data is provided by TencentTENCENT NEWS INTERVIEW腾讯新闻采访视频(1.30-2.9)(1.25日晚8点-1.26日晚24点)

DIGITAL AND SOCIAL SUMMARY2018 CELEBRATION CAMPAIGN START/ STOP/ CONTINUE DOING……STARTSTOPCONTINUE•Considering the opportunity to work with one of BAT ecosystem with in-depth partnership to make it big•Explore the idea that has social cause behind•Take E-commerce/New retail into consideration •Instead of going too deep, we need to find a balance between entertaining and meaningful• Innovative way of leveraging celebrity to create more buzz-abl...