| Title | KRONENBOURG 1664 SIGNS OF ATTRACTION |
| Brand | CARLSBERG SINGAPORE |
| Product / Service | ALCOHOLIC BEVERAGE |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | OMD Singapore, SINGAPORE |
| Entrant Company: | OMD Singapore, SINGAPORE |
| Media Agency: | OMD Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Galvyn Liu | OMD Singapore | Media Manager |
Who would have thought that Romance and a beer brand could have such a happy marriage! Kronenbourg 1664/ Blanc gained a strong following across the campaign period. The campaign was so compelling, that we’ve managed to use it as leverage to increase the distribution points for the brand, resulting in an astounding 483% in scale sales, (Mar/Apr 2012 versus Mar/Apr 2011), far exceeding expectations of the brand team and agency! (334% attributed to Blanc, 601% attributed to Lager)
We created an application that allowed interested singles to be profiled according to their interests. We partnered the foremost authority in speed-dating – Lunch Actually, to develop the methodology behind the application’s algorithm. We invited all the participants who are profiled online, to the events where they would get to meet like-minded individuals, and get to know each other on a deeper level. This was done through ice-breaking games and with the accompaniment of Kronenbourg, of course. The launch of this event was even more strategic and symbolic, as we invited them to the sneak preview of Romantic comedy “This Means War”, which opened the week of Valentines’ Day 2012. Couples, who really hit it off, submitted their photo during the event, in bid to win a trip for 2 to Paris, the land of Romance! (And visit the Kronenbourg brewery too)
The task was to double the sales of Kronenbourg 1664 in Singapore Beer mass market, dominated by the big beer boys with the likes of Tiger/Carlsberg/Heineken. The Young Urban Professionals who are used to seeing beer brands associated with sports and entertainment. We identified a territory not owned by any beer brand and crafted a unique, differentiated position for the brand - True to the heritage of being a French beer, we built a story around - “Romance”. Our key brief and objective was to create impact and brand awareness to increase consumption/trial of the beer. The brand now becomes a catalyst for young people to meet others, in hopes that Romance will blossom.