| Title | THAT PREMIER FEELING |
| Brand | CARLSBERG |
| Product/Service | ALCOHOLIC DRINK |
| Category |
A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
|
Media Agency
|
OMD INTERNATIONAL London, UNITED KINGDOM
|
|
Entrant Company
|
OMD INTERNATIONAL London, UNITED KINGDOM
|
|
Media Agency 2
|
OMD INTERNATIONAL London, UNITED KINGDOM
|
Credits
| Ed Richardson |
OMD International |
Account Director |
| David Paul |
FUSE |
Executive Director |
| Rebecca Chance |
FUSE |
Senior Account Director |
Results and Effectiveness
Our activity delivered awareness, attendees and consumption across a very locally- driven business.
3,800+ guests attended the games
Over 66 local markets engaged with the global asset package to build our Premier League association – utilising anything from TV spots; digital; mobile apps right through to on-pack and on-trade promotions.
Over 200 countries (including territories) will have seen our brand in 2013 demonstrating huge reach.
800,000,000 households globally, or even more impressively 4,400,000,000– that’s 4.4 billion viewers through the perimeter board coverage from live TV broadcasts saw the Carlsberg brand.
Importantly it led to exclusive sales in stadium (see confidential info)
Creative Execution
In addition to Official branding, we delivered our product right into the hands of our consumers through adding exclusive pouring rights at Premiership grounds – allowing at event consumption
Negotiation of digital perimeter boards throughout the league gave access to huge global TV and managed the ticketing and hospitality programme this allowed us to bring the fans pitch side.
Local market activation of Liverpool’s club sponsorship featured a media and experiential campaign resulting in lucky fans taking penalties in front of the world famous Kop at Anfield.
Local teams held viewing parties, so our product could be consumed locally whilst taking in a game and all executional elements were supported with paid and social media
We built a bespoke asset management system allowing markets to request any asset at the click of a button – from player imagery, match tickets, hospitality through to Stadium Tours, trophy requests and player appearances.
Insights, Strategy and the Idea
We needed people to genuinely believe ‘That Calls for a Carlsberg’ (TCFAC); and make TCFAC as famous and iconic as previous platforms – ‘Probably’ and ‘If Carlsberg did…’
Football is extremely cluttered - we needed to develop a point of difference. Our insight is that football isn’t as perfect as it likes to portray itself and fans have frustrations daily and across all areas of the game. The ups; the downs; warm beer; bad viewing experience; the pundits, these are all areas we could work with.
Our strategy revolved around our Challenger brand mentality – maintaining the desire to go against the grain - applying what our brand has been about since inception onto the world of football; not following the crowd.
We created a strategic platform with three tiers – Scale; Frequency; and Engagement focusing on three targets – the fan at the ground; the fan at home and wider discerning drinker.