04
Boosting Advertising Effectivess
THE PROBLEM
COVID-19 closed bars and cut marketing budgets. In the Carlsberg global brand team, we needed to re-plan and optimize our communication and activation efforts to achieve cut through whilst lending a hand to a struggling industry. We wanted to do something to help our customers – so pubs, bars and restaurants. With lockdowns forcing them to close, they where struggling. But we didn’t want to do something which was too “doom and gloom”.
We wanted to do something that was useful, relevant and entertaining. Something that enabled beer-drinkers to show their support for the bars they love, by having a beer from the safety of their homes.
THE SOLUTION
We created a global activation called Adopt a Keg. The first of its kind that had tomorrow in mind. It was a virtual keg that people could fill up at home in exchange for post-lockdown pints once bars reopen. All they had to do was, scan the cans of beer they bought for home consumption and fill their virtual keg on their phone to be shared with a friends when pubs reopened. The mechanic was a win for all partners involved.
- Consumers enjoyed a beer in the safety of their homes and another two on Carlsberg once their local bars reopened
- Retail Customers got an immediate boost in sales
- On trade Customers got a guaranteed foot fall and sales boost once they opened up again
- Carlsberg got a boos in retail sales and helped local On Trade customers, increasing loyalty
THE RESULT
By staying true and authentic the brand delivered growth for 2 years post the pandemic and the campaign which achieved a reach far above its paid media plan, won 2 Advertising Effectiveness awards