STAIRWAY TO THE WORLD CUP by PHD Copenhagen for Carlsberg

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STAIRWAY TO THE WORLD CUP

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Denmark
Agency PHD Copenhagen
Released September 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: CARLSBERG
Product/Service: PILSNER BEER
Date of First Appearance: Sep 3 2009 12:00AM
Entrant Company: PHD , Copenhagen, DENMARK
Media Director: Jesper Lysholdt (PHD)
Brand manager: Mads Ravn (Carlsberg)
Creative director: Jonas Andrée (MediaWerk)
Account director: Thomas Christenson (&Co)
Media placement: Outdoor - Nørreport - 3rd September 2009

Results and Effectiveness
The activity went on for 2 whole weeks (around the four matches) and even though the investment was very low (Euro 15,900) it generated fine results. Carlsberg’s total brand-communication awareness rose from 40% to 50% during the campaign period. Outdoor awareness alone increased from 18% to 25%. Loyalty (drink most often) increased by 40% in the TG (from 12% to 17%) and most importantly: Close to 60% of the TG associate Carlsberg with football after the campaign. This is more than double of what is the situation for Heineken (21%), meaning Carlsberg clearly keeps the position as the preferred football beer in Denmark!

Creative Execution
The strategy was to implement an outdoor activity where many people would meet several times a day. It had to be an extraordinary solution in order to create extra visibility for Carlsberg as well as to give the exposed people a mind-blowing experience. The location was Nørreport (busiest station in Denmark) where more than 700,000 people use the trains, metro and buses every week. Here, we transformed the main staircase, windows and walls above it to one giant ad. The execution was of course a lot of Carlsberg beer, but it also contained information about day and time of these important matches, and the pay-off “Remember cold Carlsberg for the matches” was clearly visible. By wrapping the windows above the staircase in green plastic film the whole station had a green glow, which more than anything gave the impression that all the travellers were walking around inside a giant Carlsberg bottle.

Insights, Strategy & the Idea

Carlsberg is the undisputed football beer in Denmark and Carlsberg wants to keep this position. However, increasing competition from particularly Heineken is challenging this position, so there is a strong need for extraordinary campaign activities on Carlsberg’s part. In the fall of 2009, the Danish football team was facing four crucial World Cup qualification matches and all football aficionados in the country were virtually nervous wrecks. Carlsberg used this extremely intense period to increase its commitment to football and to demonstrate appreciation of its target group (football interested men, age 20-40). The idea was to create an impactful activity that would promote the suspense ahead of every match and at the same time remind people to buy cold Carlsbergs for the match. Football and Carlsberg had to be put on the agenda and the national sentiment should be strengthened, as you walked by Carlsberg’s outdoor execution.