Creativity is not just for today but for tomorrow and the future. Creativity serves as a tool to bring long-term value to a brand. A great creative idea should be consumer-centric, enhancing their experience and connecting with them on a deeper level to gain their genuine appreciation. This way, the consumer’s view of a brand will go beyond its product and functions, resonating with the value of it.

亚太地区的品牌营销人员如何在品牌战略中注入创意？

创意不仅为今天，更为明天和未来。我主张以创意为支点，持续为品牌建设注入更长期的价值。一个好的创意，应该以消费者为中心，在丰富消费者体验的同时与消费者产生更深层次的共鸣，从而得到消费者的由衷认可。如此一来，消费者对品牌的感知将不仅停留在产品、功能层面，更能体味品牌背后的情怀和诚意。

Creativity wise, we believe the idea of Corona Extra Lime is just simple and natural. Back in 2019, Budweiser APAC launched the program with Anyue County, responding to Chinese government’s call for rural revitalisation. When we saw the problem of unstable supply of imported lime, we just wanted to solve it. And that’s what made Corona Extra Lime happen. Moreover, Corona Extra Lime is a ground-breaking business practice. It created this closed-loop business model, empowering rural revitalisation through the power of brand, and achieved significant business value. I think this aligns with what the Creative Commerce Spikes is about. We are more than happy to share with the creative industry our best practice through the participation of the award, and hope it’s truly inspiring.

是什么促使您的团队提交 Corona Extra Lime 参加创意商业顶尖奖项？

在创意层面，我们认为科罗娜特选青柠项目的想法浑然天成，正是它的绝妙之处。自2019年起，百威亚太响应中国政府的精准扶贫号召，与四川省安岳县共同发起“青柠乡村振兴项目”。当看到青柠的供需矛盾时，我们索性与当地政府、农户合作种下一片青柠田，不仅确保渠道端有更稳定的优质青柠供应，更让消费者更便捷地享用到“啤酒+青柠”的仪式体验，使科罗娜和青柠的联结深入人心；与此同时，种植收益更高的青柠也有助于提升农民收入，真正惠及当地人民。这是一个天生协调、朴素且实用的创意，达成了品牌建设、业务增长和社会价值的“不可能三角”。

赢得Creative Commerce大奖，标志着科罗娜特选青柠项目不仅在创意上可圈可点，更因其创新的商业模式得到行业的广泛肯定。作为一个商业实践，它开创了独特的“青柠模式”，以品牌之力赋能乡村振兴，并取得了极高的商业价值，这与Creative Commerce奖的内涵不谋而合。我们也很荣幸通过这一平台与行业分享这一案例，为行业的创意商业实践带来更多启发。

Spikes Asia is a perfect platform to showcase our best practices and engage with outstanding peers. We are glad to see our innovation known by more people and hope it can inspire the industry to explore further into ‘business for good’. Meanwhile, winning the award encouraged us to craft more creative ideas that are truly consumer-centric and impactful, driving the synergy of creativity, business growth and social value.

贵品牌的参赛对其营销和创意战略有何影响？

像Spikes Asia这样的行业大奖，给了我们展示自身最佳实践、与优秀同业者深入交流的平台，使我们的创新为更多人所知晓，引领行业进一步探索创意中的商业向善。同时，行业的认可也使我们备受鼓舞，驱动我们继续以消费者为核心打造真正有影响力的营销创意，走品牌创意和商业向善协同发展之路。

Corona Extra Lime’s outstanding performance in awards has successfully increased Corona's brand power by 17%. In July 2023, the program won the Titanium Lion at the Cannes Lions Festival, which led to a 9% increase in AB InBev's marketing reputation, which peaked the whole year.

您能否分享获得这些奖项的认可对品牌知名度和声誉产生积极影响的具体例子？

以科罗娜特选青柠项目为例，诸多重磅创意、营销大奖加身，成功使科罗娜品牌力提升17%。2023年7月，该项目更是折桂戛纳创意节钛狮奖，当月百威集团市场营销声誉即增长9%，达到全年声誉顶峰。科罗娜与青柠的联结不仅更为消费者熟知，科罗娜的品牌基因也因此更加深入人心。

Creativity should drive the solution of problems, either consumer problems or business problems.

如果您能与参赛品牌分享一条重要建议，那会是什么？

创意应为解决问题而生，无论是消费者层面的问题还是生意层面的问题。

The recognition from Spikes not only represents the appreciation from industry, but reaffirms our goal to go beyond the growth cycle with the power of brand. This undoubtedly inspires me and my team to continue to be consumer-centric and craft better creative ideas!

获得亚洲顶尖奖项对品牌带来什么意义？

Spikes的表彰不仅代表着行业对我们的创意与商业实践的高度认可，更坚定了我们继续以品牌之力穿越增长周期的发展方向。这无疑激励着我与团队持续以消费者为中心，抒发更优秀的创意！