Carlsberg Promo, Case study UNBOTTLE YOURSELF by Akestam.holst Stockholm

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Martin Cedergren
Art Director Björn Gustafsson
Copywriter Patrick Dry
Released April 2011

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: CARLSBERG
Product/Service: BEER
Date of First Appearance: Apr 7 2011
Entrant Company: ÅKESTAM HOLST, Stockholm, SWEDEN
Entry URL:
Creative Director: Martin Cedergren (Åkestam Holst)
Copywriter: Patrick Dry (Åkestam Holst)
Art Director: Björn Gustafsson (Åkestam Holst)
Digital Producer: Alex Picha (Åkestam Holst)
Account Manager: Ida Tenggren (Åkestam Holst)
Account Director: Sara Clewemar (Åkestam Holst)
Planner: Jerker Winther (Åkestam Holst)
Motion Designer: Nisse Axman (Åkestam Holst)
Motion Designer: Oskar Törnros (Åkestam Holst)
Executive Account Director: Kjell Månsson (Åkestam Holst)
Advertiser's Supervisor: Jacob Anderson (Carlsberg)
Production Company: (B-Reel)
Production Company: (Monterosa)
: Mini (In Memoriam)
Media placement: Cyber - Campaign Site - 7 April 2011
Media placement: PR - Blogs, Youtube - 7 April 2011
Media placement: Promo - Live Event - 7 April 2011
Media placement: Cyber - Mobile Advertising - 7 April 2011

Insights, Strategy & the Idea
Carlsberg, a brand liked by most, wants to continue to grow and gain market share in Sweden. In order to do so, Carlsberg needs to attract a younger crowd. Brand preference for beer is usually set somewhere between 20-25. After that, habits are harder to change.

So, how can we get trend sensitive audience of young men (20-25) to like Carlsberg even more? Our insight is that many of them are highly competitive and eager for challenges. They take a keen interest in social online activities and gaming. We wanted to use this and build their social status.

The new Carlsberg global brand positioning wants to encourage and reward people who go from saying to doing with the new payoff - That calls for a Carlsberg.

The goal was to directly involve 1% of the target group and reach 50% of them with branded content from the campaign.

Creative Execution
We created a next generation social game with over 500 missions ready to be explored. The launch was a competition promoted through social media and the music service Spotify. We spread the message online with a teaser film. Our mission was to “unbottle” an entire nation and find Sweden’s bravest in social situations. To win the competition, you needed to perform as many missions as possible using our mobile app and then share the result. Missions were reviewed and published online on the campaign website/YouTube channel by our social media task force. We kept seeding content and engaged in dialogue with the target group using social media throughout the competition. Now afterwards, you can continue to use a basic version of the app as a fun social game with your friends.

Results and Effectiveness
The competition was live in April 2011. Sales and market outcomes are therefore not available yet.

Almost 50,000 missions were completed in 12 days! Most required outstanding social nerve and documentation with the mobile app using film, photos, social media posts and more.

4% of the target group engaged directly with the app and 98% with branded content from the campaign.

The phrase to ”Unbottle Yourself” went from 0 to over 80,000 hits on Google in less than a week.

The estimated PR value is at least 4 times the total campaign cost.