Asahi has launched its first-ever 3D billboard in the heart of Hong Kong’s busy Causeway Bay district.

The initiative is an extension to the brand’s campaign platform “Beyond Expected”, run through media partners Dentsu International, that unveils the unexpected experiences that modern Japan brings.

According to Asahi, it is the first-ever alcohol brand to create such an immersive and anamorphic OOH (Out Of Home) advertising in Hong Kong. The 3D ad starts with a 6 second reveal of Asahi’s iconic canned beer and finishes with a 15 second brand reel.

Surrounding the ad is a full 270-degree OOH domination right on top of Times Square, one of Hong Kong’s most popular shopping malls.

A 6 second reveal of Asahi’s iconic canned beer is followed by a 15 second brand reel

Complementing the billboard is a streamlined O2O (Online To Offline) and integrated consumer journey that engages audiences through digital content on social media, website, banners and TV’s.

“This is extremely meaningful for us.” said Donny Ho, Regional Sales Director Asia, Asahi Beer Asia. “One of our marks to be truly Beyond Expected through action, so consumers can see us with fresh eyes, and to take Asahi’s modern Japan spirit with them when they explore the city.”

Chester Tang, Creative Director, Dentsu International Hong Kong, added “We see 3D billboards as the next phase of advertising; in fact, it’s already here. We have a head start in Hong Kong and are now free to break the fourth wall, merge with our IRLs and blur the lines between content, experimental and OOH”.

Photo credits: Asahi Beer Asia