Case Film

Presentation Image

Title	YOUR CHOICE OF FUN
Brand	CARLSBERG GROUP ; TUBORG
Product/Service	BEER
Category	C03. Use of Social Platforms
Entrant	HAPPINESS / FCB Brussels, BELGIUM
Idea Creation	HAPPINESS / FCB Brussels, BELGIUM
Production	100% HALAL Amsterdam, THE NETHERLANDS

Name	Company	Position
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.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Instead of skipping our youtube ad, we activated people to watch our other ads by adding possibilities to the Skip Ad button.

YouTube ads were bought, aiming at young people between 18-29 in Italy, Romania, Ukraine and Russia.