| Title | YOUR CHOICE OF FUN |
| Brand | CARLSBERG GROUP ; TUBORG |
| Product/Service | BEER |
| Category |
C03. Use of Social Platforms |
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Entrant
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HAPPINESS / FCB Brussels, BELGIUM
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Idea Creation
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HAPPINESS / FCB Brussels, BELGIUM
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Production
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100% HALAL Amsterdam, THE NETHERLANDS
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Credits
| Mikkel Pilemand |
Carlsberg Group |
Vice President Core Beer Global |
| Vsevolod Nikolaev |
Carlsberg Group |
Global Brand Director Tuborg |
| Ashvin George |
Carlsberg Group |
Global Marketing Manager Tuborg |
| Daria Radota Rasmussen |
Carlsberg Group |
Global Integrated Communications Director |
| Karen Corrigan |
Happiness / FCB |
Executive Creative Management |
| Geoffrey Hantson |
Happiness / FCB |
Chief Creative Officer |
| Kris Hoet |
Happiness / FCB |
Chief Innovation Officer |
| Elke Janssens |
Happiness / FCB |
Managing Director |
| Marlen Fernández Pando |
Happiness / FCB |
Account Manager |
| Pieter Claeys |
Happiness / FCB |
Creative Director |
| Philippe Fass |
Happiness / FCB |
Creative Director |
| Niels Sienaert |
Happiness / FCB |
Concept Provider |
| Tim Schoenmaeckers |
Happiness / FCB |
Concept Provider |
| Mickey Beddeleem |
Happiness / FCB |
Creation |
| Frederik Willem Daem |
Happiness / FCB |
Creation |
| Lennert Vedts |
Happiness / FCB |
Head of Craft |
| Dries Lauwers |
Happiness / FCB |
Graphic Designer |
| Tuyet Hoang |
Happiness / FCB |
Digital Producer |
| Nils Gerbens |
Halal |
Film Director |
| Piotr Kukla |
Halal |
DOP |
| Christine Anderton |
Halal |
Film Producer |
| Judith Engels |
Halal |
Film Producer |
| Amber Hooijmans |
Halal |
Offline editor |
| Erik van de Heuvel |
Halal |
Online & VFX editor |
| Robin Hancock |
Halal |
Online & VFX editor |
| Jopo |
De Grot |
Grading |
| Rune Schlosser |
Carlsberg Group |
Newsroom Manager |
The Campaign
We made a pre-roll ad that viewers could skip, just like any other YouTube ad. But this time 8 colorful alternatives appeared around the Skip ad button. So next to the Skip ad, viewers could also click the ‘Love ad’, ‘Feel ad’, ‘Explore ad’, ‘Rock Ad’, ‘Touch Ad’, ‘Cheer Ad’, ‘Party Ad’ or ‘Feel Ad’. The colorful buttons corresponded to the colors and the themes on the Tuborg color caps. When clicked, viewers got a wacky, subversive and plain fun Tuborg ad in that specific theme.
Creative Execution
The ad was implemented in Youtube Trueview Instream. Targeted at 18-25 male&female. Mostly in Italy and Ukraine. The buying metric was CPV with estimated impressions of 3.8 million. Starting july 12th, till end of August.
Instead of skipping our ad, people were activated to watch one of our other ads. In total 10.7 million views were registered and 1.4 million engagements (likes, comments and shares) took place. A +1088% search uplift for Tuborg was measured during the campaign.
Tuborg ‘Your Choice of Fun’ is a great example on how to use the context of ‘Skip ad’ to get people to watch even more Tuborg ads.
Insights, Strategy and the Idea
Pre-roll ads were booked in Italy, Ukraine, Serbia and Russia. Key Tuborg markets in Eastern Europe.