Carlsberg Beer: "CARLSBERG FOOTBALL" Promo / PR Ad by Initiative

Category: Best Use of Ambient Media: Large Scale
Advertiser: DIAGEO
Product/Service: CARLSBERG BEER
Date of First Appearance: Sep 28 2009 12:00AM
Entrant Company: INITIATIVE , Dublin, IRELAND
: (Playhouse)
Media placement: Otudoor Ambient - Liberty Hall - 28 September

Results and Effectiveness
This was a media first in Ireland that delivered high impact and media cut through. On average, over 100,000 people saw this light show every day for the World Cup Qualifier campaign period (5th – 14th October). The 15 eligible user generated Football animations that were used were displayed from dusk until dawn everyday along with branded idents. We estimate a cost per view at approximately €0.03 per day which is considerably inexpensive versus other media. We captured imaginations, not only tapping into the atmosphere at the time, but adding to it.

Creative Execution
At the stadium, outdoor and ambient media drove Carlsberg presence for fans at the game. The Liberty Hall building is one of the tallest and most iconic in Dublin city and exclusively accessing an illumination project we were able to bring Carlsberg’s sponsorship to life in the city too – for the many fans not at the games. We delivered the three pillars as follows; Involve: Windows became pixels in bringing animated clips to life; transforming the building into a dynamic billboard. These animations were user generated via a microsite - encouraged with a competition to win VIP tickets to the matches. Inspire: The top floor delivered on branding; the Carlsberg “C” sat in the corner and the campaign tag line circled. For two of the biggest fixtures, against Italy and Montenegro, Carlsberg broadcast live via abstract interpretation of play. Inform: The top floor during these matches delivered live results.

Insights, Strategy & the Idea
Carlsberg is a long standing football sponsor in Ireland but this category has become increasingly cluttered. The Irish team has 9 brands as associated sponsors, all of whom were due to activate around the World Cup Qualifiers. Carlsberg needed to stand out, have an edge and communicate an incomparable commitment. The brand insight had the fan at the heart of it with an emphasis on the experience. Consumers think that big brand sponsors are in it for themselves and piggy backing the appeal of the sport. The only sponsors that engage are those that add something they wouldn’t otherwise have or get. The brand strategy therefore became; “Carlsberg delivers an extraordinary football experience.” Media strategy hinged on three words; Inform, Inspire and Involve. Our ability to deliver value to the fans in an innovative and premium way against these pillars shaped media selection. This activation idea delivered on all three.