Creative Execution

We shot a series of videos showcasing unlikely heroes smooth talking their way out of awkward situations. These were all very ‘local’, using Hong Kong online linguo and plays on words, and truly talked to our potential digital native drinkers. These then served as inspiration for content creators across all major social platforms, whom we engaged to give their own perspectives on what it takes to be a smooth talker. Online videos were launched on Facebook starting April 12, 2018, while content creators started posting around 1-2 weeks later.

Impressions = 7.9 Million (More than the total population of Hong Kong!) Sales = +11.4% (Ending 6-year decline, almost quadrupling our target of 3%.) Brand image: Beer you’d like to be seen with +14% Suitable for socializing +14% Suitable for having fun with friends +15% (Triple our original target of +5%)

We needed to reach a younger audience than is usual for Carlsberg, targeting young adults 25-35, digital natives, who drank socially as part of groups. This audience is generally averse to overly hard-sell advertising, seeking out content that they can relate to and share with their friends. Our insight was simple. Drinking makes you more talkative. Carlsberg Smooth Draught is easy to drink. Therefore, you can drink it faster, and be more talkative. = SMOOTH BEER GOES IN. SMOOTH TALK COMES OUT. Our idea was to celebrate smooth talkers across the internet, and inspire them to share thir smooth talking secrets. This tapped into a Hong Kong cultural obsession with smooth talkers, who are revered as having Hong Kong-style smarts.