News
2009-12-01
Euro RSCG help Carlsberg deliver best wishes
Carlsberg has unveiled its festive campaign for Christmas 2009 and New Year 2010 in Singapore, and is leveraging heavily on the power of social media to reach consumers.
According to Carlsberg, the message they hope to bring to consumers this Yuletide and New Year season is that when best friends come together, their fantasy wish becomes a reality through Carlsberg - at least for Mike Teo and his buddies - who are planning a New Year's Party courtesy of Carlsberg.
Teo and his friends have a list of wishes for the perfect party of which Carlsberg will fulfill only one. To add "realness" to the challenge, his friends and the general public will help vote for one special wish, which will be fulfilled by Carlsberg on New Year's Eve.
With a slew of activities in online social media sites (such as Facebook and YouTube) and on the streets, Carlsberg will launch a series of events in line with this festive season. These include voting on Facebook for the best among six wishes that will be fulfilled by Carlsberg, voting through SMS, print and radio broadcast campaigns, roving parties at designated F&B outlets and the countdown event at The Float @ Marina Bay on 31 December 2009.
Carlsberg is spending more than S$1.5 million in advertising, marketing and promotional activities to roll out this campaign which runs from 25 November 2009 until 22 December 2009 across the mediums of print, TV, radio and bus shelters and online social media sites.
Euro RSCG Singapore is the creative agency behind the campaign and is also managing the digital and interactive work alongside Osmosis Interactive. Maxus Communications Singapore is looking after the media duties.
Bart Lim, the general manager of Carlsberg Singapore, commented: "With the festive season just around the corner, Carlsberg wants to spread the Christmas cheer to all Singaporeans with our line-up of innovative and exciting events. This time, we have even gone the extra mile to spread our cheer online and hope to attract new and younger Carlsberg beer lovers with our online and SMS campaign.
"This 360 integrated approach enables us to launch a more powerful festive campaign, thereby reaching our younger customers with greater impact and relevance."
Also as part of its campaign, Carlsberg Beer Ambassadors dressed up as Disco Roller Girls and G.I. Janes will be playing the "Wish Randomizer" game with Carlsberg drinkers at roving parties across Singapore over the next four weeks.
There is also a range of consumer promotions tied into the campaign where customers can win various prizes by purchasing Carlsberg beer.
Source: Marketing Interactive