Carlsberg Promo, Case study WORLD WAR CUP 2010 by J. Walter Thompson Beijing

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Industry Beers and Ciders
Media Promo & PR, Case study
Market China
Agency J. Walter Thompson Beijing
Director Jinjing Zhu
Creative Director Shankun Sun
Producer Myra Wu, Lin Ma
Released June 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: CARLSBERG
Product/Service: BEER
Date of First Appearance: Jun 5 2010
Entrant Company: JWT BEIJING, CHINA
Chief Creative Officer: Polly Chu (JWT)
Creative Director: Sun Shankun (JWT)
Group Head: Qiu Dechun (JWT)
Group Head: Huang Wei (JWT)
Producer: ma lin (JWT)
Director: Zhu Jinjing (JQK Production)
Producer: Myra Wu (JQK Production)
Account Service: Daniel Ingall (JWT)
Account Serivice: Tins Shen (JWT)
Media placement: viral video - - 5-june-2010

Insights, Strategy & the Idea
Carlsberg Chill is #2 but lags behind the ‘King’, Budweiser in China.
As a challenger, we need innovative ways to engage our audience to grow brand preference and sales.

Our target drinkers are avid football fans.
Chinese football fans are over 400,000,000.+ But they’re supporting an extremely disappointing football team, making them the saddest in the world.
In 82 years of the world Cup, China has never made it to the final 16.
0 goals!

Carlsberg’s brand idea is ‘Stand up for Fun’.
During 2010 World Cup, how can we create the winning feeling for Chinese fans?
In fact they will be frustrated that China wouldn’t be competing in South Africa.

Give Chinese football fans the winning feeling.
Let China win... on our terms!

Creative Execution
How could we engage our Chinese fans on social network sites?
Let China defeat some of the best teams... on China's terms.
We seeded a series of viral videos. First, China defeated Argentina at Marjoh,
The release of each film coincided with actual matches accompanied with captions such as “Argentina in shock loss”. Fans are shocked by the title at first, then they get very excited at the comments.
The viral video spread like wildfire among fans. We rolled out the second viral video, China defeating France via Hot Pot, and Brazil losing at KungFu PingPong. All of the fans got excited by the headline of the video.

Results and Effectiveness
10 million+ views in just 5 days.
1,000 positive comments.
10,000s forwards, links, embeds,etc.
PR worth USD 1.5 million+.
20% sales volume increase.

Fans are crazy about the virals and made thousands of comments. They even say that this may be the only way for China to win.
Carlsberg won the game without paying media like the sponsors. The brand also won the hearts of fans in China.