Creative Execution

Leveraging their brotherhood, we brought fans together for the best-ever soccer-watching experience. Partnering with a local band "JUICYING", 4 lads who have known each other for years, we created a resonating online video with 4 typical characters soccer fans could use to call out to their brothers! We made fun of Mr. Smartphone, who can't live without his smartphone, Mr. No Standpoint, who never takes sides, Mr. Know-it-all and Mr. Emo… Engaging soccer fans who gathered their brothers on our Facebook App, one lucky gang won a trip to Malaysia to meet their favourite soccer legends!

The video was viewed 188,000 times in only 4 weeks! A double of our planned KPI! More than 8,000 brothers were tagged on Facebook, who spread Carlsberg's unique experience to over 750,000 soccer fans through their soccer fan communities! Most importantly, we created a unique soccer-watching experience – So who do you watch soccer with? That calls for a Carlsberg!

In Hong Kong, Carlberg was growing very slowly. Everyone remembered Carlsberg. Problem was, we were not their favorite beer brand! So when Carlsberg became the sponsor for the English Premier League, we did what everyone would do in times of need. We called upon those we could always count on, our brothers! Soccer games are the time when “brothers” get together. For “true fans”, it’s much more than a game. The passion, excitement and dedication turn “friends” into “brothers”, who simply enjoy each other’s company despite their differences! To become part of their game, our strategy was to tap into their unspoken understanding, by helping beer drinkers call out for their brothers! It’s always hard to resist tagging our friends when we see online content that reflect the person we know they are. So, to call upon as many brothers as possible… Our Idea : Calling For Soccer Fan Stereotypes