How Harbin Beer won the affection of Chinese youths by
counting down to one 18-year-old’s first legal drink in life.
BACKGROUND: 31 DEC 2000, 23:59 HRS
Meet Tian Jimo, born in the last minute of the last millennium. In 2018, that would make her the last person in China to turn 18 - the last to reach the legal drinking age.
IDEA: 31 DEC 2018, 23:59 HRS
For being last to reach legal drinking age, we made Tian Jimo the first to own a personal AI facial recognition beer tap. Programmed to serve only her and no one else by training the tap with images of her and over 2 million other faces.
On 31 Dec 2018, when the world counted down to welcome the New Year, we counted down to her first legal drink in life served by her personal AI beer tap as she turned 18 at last.
RESULTS: 1 JAN 2019:
News of the last 18-year-old who had her first legal drink broke on New Year’s Day. While other New Year’s Eve’s coverage ended after only one night, we lasted the next 11 days on national and global news. Excited netizens were stepping forward claiming to be the last person to turn 18 in 2019, hoping to score their own tap. By winning the heart of one 18-year-old, we won over the affection of millions of young drinkers.
