Carlsberg DM XIDE MOOD by Akestam.holst Stockholm

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Industry Beers and Ciders
Media Direct marketing
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Martin Cedergren
Art Director Yvan Archimbaud
Copywriter Adina Asplund
Released July 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: CARLSBERG
Product/Service: ALCO POP
Date of First Appearance: Jul 1 2010
Entrant Company: ÅKESTAM HOLST, Stockholm, SWEDEN
Entry URL:
Creative Director: Martin Cedergren (Åkestam Holst)
Art Director: Yvan Archimbaud (Åkestam Holst)
Copywriter: Adina Asplund (Åkestam Holst)
Account Director: Frerik Widén (Åkestam Holst)
Account Director: Sara Clewemar (Åkestam Holst)
Account Manager: Bella Lagerquist (Åkestam Holst)
Web Designer: Oscar Gardö (Åkestam Holst)
Web Designer: Andreas Dagman (Åkestam Holst)
Web Production: (The Brewery)
Media placement: Cyber - Http:// - 1 July 2010

Describe the brief/objective of the direct campaign.
Carlsberg asked us to create a campaign for their alcopop Xide, since the category in general and Xide in particular had begun to stagnate and other categories such as cider and beer was taking bigger and bigger parts of the consumers’ wallets.

But they didn´t want a traditional campaign. They wanted us to explore a new way of how we could revitalise the brand.

Our insight was simple. Today, the playlist on the laptop is a centrepiece at every party. And just like music can create the right mood maybe the different flavours of Xide could be emphasized with music?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Therefore, we decided to create an application that connects your favourite mix of music with the different moods of a party. We placed online banners to drive people to our site.

We decided to call it: Xide Mood.

Select your favourite mix of music and get a list adjusted to the different moods of a party. Later, you can spread your masterpiece on Facebook. And show the world what a great party mood creator you are.

Explain why the creative execution was relevant to the product or service.
Our target group loves music and also the thought of being a DJ. This equals a high spending time in front of their computers to find the right music, for an example - to their partys.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We invited famous artists, bloggers and DJ’s and asked them to create their own Mood Lists. Thanks to their publicity, and the opportunity the user had to spread their own Mood Lists on Facebook, we got a result saying that Xide Mood had helped 250 000 (a quarter of their whole target group) into the right party mood.

The campaign also made an impact on the turnover. During the campaign Xide’s long-standing decline in sales turned into growth.