Rio is a liquor brand that resonates deeply with young people, never missing a festival or event related to youth. During the 2023 Hangzhou Asian Games and the 2024 Chinese New Year, we extended the youthful appeal of the Rio Strong brand to offline channels, creating highly engaging subway advertisements.
Rio 是非常贴近年轻人的酒类品牌，与年轻人有关的节日盛会可是一次都没有错过。2023 杭州亚运会以及 2024 过年期间，我们将强爽品牌的年轻态拓展到线下，打造极具话题性的地铁广告，并刷屏社交媒体。
The introduction of e-sports into the Asian Games attracted significant attention from young people. However, parents who enjoy traditional sports events often have little understanding of e-sports, sometimes viewing the younger generation's love for gaming as frivolous.
电竞项目首次进入亚运会，吸引着众多年轻人的关注，而作为爱看传统运动会的父母们却对电竞项目一知半解，甚至认为喜欢游戏是一种不务正业的表现。
What kind of sparks will fly when parents and children watch the Asian Games together?
父母和孩子坐在一起看亚运，到底会出现怎么样的火花。
Rio Strong used this "generational conflict" as the main theme to launch the "Asian Games Parents' E-sports Guide," targeting the e-sports-loving younger generation and reaching out to the middle-aged and elderly.
强爽则将这种「代际冲突」作为传播的主轴推出亚运会爸妈电竞宝典，面向喜欢电竞的年轻一代并辐射到中老年一代。
用父母一代更容易理解的长辈表情包的形式，趣味简洁地解释热门电竞项目《王者荣耀》中的游戏「术语」，让长辈很快就能理解电竞世界。
Meanwhile, we placed offline advertisements in high-traffic subway stations with explosive visuals, sparking discussions on social media and successfully amplifying Rio Strong's visibility during the Asian Games.
同时也用极具话题性的炸裂视觉，在人流量高的地铁站投放广告引发社交媒体讨论，成功扩大强爽在亚运会期间的传播声量。
土到极致就是潮！
After Rio Strong posted the promotional materials on social media, they sparked heated discussions, going viral on platforms like Red and WeChat Moments. The subway advertisements led to widespread organic sharing and check-ins from netizens.
强爽在社交发布 poster 以后就引发了热烈讨论，引爆小红书、朋友圈等社交媒体，而在地铁站投放广告之后更是引发了大量网友的自发传播和打卡。
In a short time, an increasing number of people noticed and learned about the Rio brand. The buzz around Rio Strong even reached new heights following coverage by official media, successfully achieving our communication goals for Rio Strong during the Asian Games.
越来越多的人在短时间内关注并了解 Rio 这个品牌，对强爽的热议甚至在官媒的新闻报道以后推向了另一高潮，成功实现了强爽在亚运会期间的传播目标。
Building on this youthful and buzzworthy style during the Asian Games, we planned and executed a series of “No Coiling Dragon” subway advertisements for Rio Strong during the 2024 Chinese New Year.
亚运会期间，强爽的传播话题点爆社交媒体以后，我们延续了年轻化&话题性的传播风格，为强爽在 2024 春节策划并执行了一系列「不卷龙」地铁广告。
被指到的你，请发财！
Anti-overwork culture is a hot topic among the younger generation. Dragons are seen as the most "coiling" animals, symbolizing high expectations, especially in the Year of the Dragon.
反内卷是当下年轻一代持续热议的话题，龙也是最「卷」的动物，龙年也让一生要强的中国人背上了更多的期待。
We used the image of a “dragon that no longer coils its body,” with strong visual contrasts to promote a relaxed attitude, encouraging people to let go of their burdens and enjoy a carefree New Year.
因此我们采用「不再盘卷身体的龙」的形象，用非常强烈的反差感以及视觉上的「躺平」带出态度，号召大家在龙年放下负担轻松过龙年。
太多的期待往往伴随更大的压力，我们将过年常见的祝福通过加一个字的方式，巧妙地转化为了躺平祝福。
这种佛系、摆烂、不劳而获的祝福，配上躺平的龙，契合了年轻一代理想的生活状态。
After placing the advertisements in Changsha subway stations, the vibrant and contrasting visuals caught the attention of many young people. During the hectic transition from the old year to the new year, the campaign sparked a strong resonance with young people on themes of “anti-overwork” and “relaxation.”
在长沙地铁站投放广告以后，火红与极具反差感的炸裂视觉吸引了众多年轻人的眼球，在忙碌的旧年与新年交替之际，更加引发年轻人在「反内卷」和「躺平」上与强爽产生强烈共鸣。
Many young people visited the subway station to interact with the No Coiling Dragon mascot, taking photos and enjoying a moment of relaxation while receiving New Year’s greetings from Rio Strong.
其中不乏许多年轻人前往与不卷龙玩偶互动打卡，享受地铁站中躺平的一刻，快乐地接受来自强爽的新年祝福。
As the No Coiling Dragon posts went viral on social networks, many people flocked to the subway station to take photos, lie down, and express their end-of-year sentiments.
随着地铁站「不卷龙」帖子刷爆社交网络，许多人自发前往地铁站打卡摸鱼、躺平、发疯等姿势，表达自己年末的精神状态。
Rio Strong’s brand message was widely spread through both the offline subway advertisements and online social media, successfully closing the gap between the brand and its consumers through the cleverly planned No Coiling Dragon campaign.
强爽的品牌主张也在线下的地铁站广告与线上社交媒体间得到了广泛地传播，成功通过「不卷龙」话题的策划拉近了与消费者的距离。
真的是非常喜欢强爽线上线下的各种「骚操作」了，
和强子一样精神状态稳定的朋友们，
咱一起碰一杯🍻