Carlsberg Ambient, DM, Case study BIKERS [presentation image] by Duval Guillaume Modem Antwerp

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BIKERS [presentation image]

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Industry Beers and Ciders
Media Ambient, Direct marketing, Case study
Market Belgium
Agency Duval Guillaume Modem Antwerp
Executive Creative Director Peter Ampe, Katrien Bottez
, Geoffrey Hantson
Art Director Koenraad Lefever
Copywriter Dries De Wilde
Production Monodot
Director Cecilia Verheyden
Released June 2012


Cannes Lions 2012
Promo and Activation Lions Alcoholic Drinks Gold
PR Lions Best Use of Live Events and/or Stunts Silver

Credits & Description

Type of entry: Product & Service
Category: Alcoholic Drinks
Advertiser: CARLSBERG
Product/Service: CARLSBERG
Executive Creative Director: Geoffrey Hantson (Duval Guillaume Modem)
Executive Creative Director: Katrien Bottez (Duval Guillaume Modem)
Copywriter: Dries De Wilde (Duval Guillaume Modem)
Art Director: Koenraad Lefever (Duval Guillaume Modem)
Account Director: Elke Janssens (Duval Guillaume Modem)
Account Manager: Jonathan Moerkens (Duval Guillaume Modem)
Executive Producer: Tatiana Pierre (Monodot)
Producer: Charlotte Cotman (Monodot)
Director: Cecilia Verheyden (Monodot)
DOP: Pieter Van Alphen (Monodot)
Marketing Director: Igor Nowé (Carlsberg Importers)
Senior Brand Manager: Bart Creemers (Carlsberg Importers)
Digital Strategic Director/Change Architect: Kris Hoet (Duval Guillaume Modem)
Describe the brief from the client
To launch Carlsberg’s new global strapline ‘That calls for a Carlsberg’ – positioning Carlsberg as a reward for people showing courage - in Belgium. We decided to let the people experience this new positioning in their everyday life and let them truly engage with the new strapline. To do that we set up a cinema stunt and made it viral
Describe the creative solution to the brief/objective.
A series of unsuspecting couples bought cinema tickets, only to find as they walked in to the theatre that they were surrounded by hard core bikers. Many couples walked straight out, but those brave enough to take their seats were rewarded by cheers and a bottle of Carlsberg as the strapline flashed up on the screen. The stunt was filmed and made viral through a YouTube film, emailing and social networks.
Describe the results in as much detail as possible.
More than talk-value, the social experiment provided discussion-value. ‘Bikers’ got covered in all major media-channels in Belgium and major international titles like The Sun and Forbes. Each not merely reporting about the viral, but engaging the audience in the very brand essence: would you have shown courage? In just a few weeks the viral film made from the stunt was featured on countless blogs and news sites all over the world, was viewed over 16m times on YouTube, and got more than 2m Facebook shares, resulting in a gross reach of more than 150m free contacts. And we’re still counting.
More than talk-value, the social experiment provided discussion-value. Not merely reporting about the viral, but discussing the very brand essence: would you have shown courage?