Title | CARLSBERG SMOOOOOTH - CHACHANTANG |
Brand | CARLSBERG HONG KONG LIMITED |
Product / Service | CARLSBERG BEER |
Category | D03. Webisodes / Series |
Entrant | McCANN HONG KONG, HONG KONG |
Idea Creation | McCANN HONG KONG, HONG KONG |
Production | McCANN HONG KONG, HONG KONG |
Name | Company | Position |
---|---|---|
Jimmy Wong | McCann Worldgroup | Associate Creative Director |
Aaron Tam | McCann Worldgroup | Chinese Copywriter |
Florence Kong | McCann Worldgroup | Managing Partner |
Jaslin Goh | McCann Worldgroup | Managing Partner |
Cally Cheng | McCann Worldgroup | Business Director |
Kenneth Chan | McCann Worldgroup | Account Director |
Jan Ng | McCann Worldgroup | Account Executive |
Martin Chan | Sparx Productions | Producer |
Lam Sheung Ting | Sparx Productions | Director |
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. Online videos were launched on Facebook starting April 12, 2018.
Impressions = 5.7 Million (That’s 90% of adults in 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.
Social Media URL | Social Media URL | Social Media URL