Albani Case study THE WORLD’S BIGGEST BEER CAN by Norgard Mikkelsen

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THE WORLD’S BIGGEST BEER CAN

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Industry Beers and Ciders
Media Case study
Market Denmark
Agency Norgard Mikkelsen
Creative Director Viggo Thomsen
Art Director Nicolas Thomsen
Copywriter Sven-Erik Nielsen
Released June 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: ROYAL UNIBREW
Product/Service: ALBANI BEER
Agency: NORGARD MIKKELSEN
Date of First Appearance: Jun 17 2010
Creative Director: Viggo Thomsen (Nørgård Mikkelsen A/S)
Account Director: Kasper Jensen (Nørgård Mikkelsen A/S)
Art Director: Nicolas Thomsen (Nørgård Mikkelsen A/S)
Project Manager: Marlene Ellegård (Nørgård Mikkelsen A/S)
Copywriter: Sven-Erik Nielsen (Nørgård Mikkelsen A/S)
Junior Art Director: Jesper Pedersen (Nørgård Mikkelsen A/S)
Media placement: Outdoor - Billboards - June 2010
Media placement: Website - Website - June 2010
Media placement: Ambient - City - June 2010
Media placement: POS - Super markets - June 2010
Media placement: Print Ads - Newspaper - June 2010

Describe the campaign/entry
Beer sales in Denmark were slowly decreasing. Even Albani, the largest brand in Fünen with a marketshare of 50% was feeling how customers were loosing interest. We needed to rebuild that closeness enjoyed by Fünen’s beer drinkers and their local brand. To make Albani a talking point between friends - to involve and engage them.

Alban’s beer drinking customers are just like you and I - they’re interested in themselves, their friends and their families. They use social media, they like sharing and love the attention it gives them. So we invited them to send us photos of themselves, so that we we could print them on our beer cans. Soon the campaign was a huge succes, our cans left the shelves quicker than we could stack them! But not only that, we set a World record - by making the largest beer can in the world.

Describe how the campaign/entry was launched across each channel in the order of implementation
We started by putting large teaser banners on top of the usual Albani billboards, telling people that something huge was coming. Next a mix of new billboards, bottle stickers, and web banners urged people to go to the website where they could upload pictures of themselves so that they would end up on the largest beer can in the world. We also used the pictures to decorate eight normal sized beer cans, so people could find themselves and their friends while they were having a few. We built the gigantic beer can, with room for 850 tons of beer, in the middle of Odense. When Carlsberg handed out free beer to fans of the local football team, we handed out Albani sleeves so people could hide that they were drinking a ´foreign can´. On top of that we decorated a bus the same way as the special beer cans.

Give some idea of how successful this campaign/entry was with both client and consumer
The campaign increased Albani’s sales by 46% during the campaign period. At the end of 2010, Albani’s sales index was at 130. In just two months, Albani’s website had twice as many visitors as in the entire year of 2009. We received thousands of photos from people and Albani got 15.000 new fans on Facebook.

We even had a visit by Helge a local resident from Odense of 81 years of age, who really wanted to be on the beer can but wasn’t so computer savvy. So we helped him by taking his picture and made sure that he was on one of the first cans to hit the shelf.