Results and Effectiveness

Engagement with the application was high with 2,366 participants, with 81% of all beer lovers who landed on the page choosing to participate with the competition During the campaign the fan numbers increased by 13,500. As a result Carlsberg now has over 30,000 fans in Singapore alone making it not only the biggest beer page in Singapore but also the world’s biggest Carlsberg Facebook fan page! For the first time in history, Carlsberg awareness in the market was 74%, which was the highest it’s ever been – now ‘That Calls for a Carlsberg’!

Creative Execution

Question: We introduced the platform in mass OOH, print and digital channels to get the nation thinking. Debate: Consumers responded to the dilemmas through interactive bus shelter posters, a first for Singapore, and in writing to national press editorial. On a customized ‘That Calls for a Carlsberg’ radio show viewers reacted to DJ’s dilemmas. Finally a Facebook app invited our audience to chose an option and stand to win a prize. Crucially in this phase the debate was really handed over to the nation as they posed their own dilemmas on the radio show, through the Facebook app and on Facebook fan page where they could create their own Carlsberg Personality. Showcase: We displayed the aggregated polling results in national press, through a Facebook announcement and at a finale event when the audience was invited to Carlsberg’s “limited edition” 1847 Bar to celebrate the brand’s new positioning.

Insights, Strategy and the Idea

A strong brand at General Trade, Carlsberg needed to leverage the new brand platform – That Call’s for a Carlsberg – to create brand love amongst young drinkers at Modern Trade. Our challenge was not only to ensure rapid awareness and understanding of the platform but also the creation of deep engagement. The platform is all about seizing the moment and doing something bold. It toasts a mate for making a bold decision in the face of a dilemma. ‘What would you do…?’ debates are the bread and butter of beer-fuelled pub debates – we wanted to recreate this debate on a national scale. We decided to deploy communications in phases – Question, Debate and Showcase. This meant first posing the questions to ensure clear consumer understanding of the platform, then letting consumers decide what they thought about the hypothetical situations before finally showcasing the national opinion to make a bold statement.