Launching at midnight on 10 June for the duration of the 2010 World Cup, the campaign marks the first time IVR is introduced into China.
The Budweiser Soccer Babe campaign hopes to attract users, or mostly men, beer and football fans as the main target audience, to virtually interact with their preferred Bud Babe via IVR technology.
Fans can book calls with selected Bud Babes and also vote for their favourite. The winner of the Bud Babe beauty and talent competition will become the new Budweiser brand ambassador in China.
“Adopting such a break-through innovation into this campaign will enhance the image of the Budweiser brand. It is expected to generate massive user engagement because of the highly customised interactivity,” said Daniel Tao, business director at wwwins Isobar.
Credits:
Project title: 2010 FIFA World Cup Bud Babe campaign
Client: AB InBev China
Creative agency: wwwins Isobar
Creative director: Ciacia Hu
Agency producer: Jerry Lee
Media agency: wwwins Isobar
Technical Director: Mike Chang
Exposure: TVC / online
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