Entrant Company:JWT BEIJING, CHINA
Advertising Agency:JWT BEIJING, CHINA



Name Company Position
Polly Chu JWT Beijing CCO
Shankun Sun JWT Beijing CD
Dechun Qiu JWT Beijing Group Head
Wei Huang JWT Beijing SCW
Daniel Ingall JWT Beijing Director-in-charge

The Campaign

CAMPAIGN DESCRIPTION Carlsberg Chill is the No.2 brand in China's premium beer segment but lags behind the 'King', Budweiser. As a challenger with a modest budget that pales in comparison to the King's marketing muscle (including their official sponsorship of the 2010 World Cup), we constantly need innovative ways to engage our audience to grow brand preference and ultimately drive sales. Chill's brand idea is 'stand up for fun', advocating fun at every opportunity. We had the insight that our target drinkers are also avid football fans, frustrated that China wouldn't be competing in South Africa (despite a population of 1.3 billion, with many talented players, China has never made it to the final 16). Social media was key – most of the leading video sharing websites and portals were either broadcasting or providing news coverage.

Success of the Campaign

RESULTS •10+ million views on both Chinese and global video sharing sites (YouTube) •1,000s positive comments •10,000s forwards, links, embeds, etc •PR worth an estimated USD1.5 million in just 1 month •The campaign was used as a key element of a trade sell-in, helping Carlsberg gain critical distribution in an extra 100 outlets during the World Cup, despite Bud being the official sponsor •20% sales volume increase versus the same period year before •The campaign has become an internal global benchmark at Carlsberg, inspiring the use of more and more social media-led activity

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

CREATIVE SOLUTION Being a leading advocate for fun, Chill decided to 'give Chinese football fans and target beer drinkers some of that winning feeling' during the World Cup through a powerful combination of on and offline activity to create a holistic and memorable brand experience. The campaign launched by seeding 3 humorous viral videos on China's leading social sites Tudou, Youku, Renren, QQ, etc showing China defeating some of the best teams…on China's terms; France at World Cup Hot Pot, Argentina at World Cup Mahjiang and Brazil at World Cup Table Tennis. The release of each film coincided with actual matches with captions such as, “Argentina in shock loss”