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SILVER WINNER: Carlsberg — Euro ’08 Half-Time Match Highlight
Client: Carlsberg Hong Kong
Names to be credited with submission:·
Time Period of Campaign: 2008
The challenge was to increase Carlsberg’s “share of heart” with core consumers. Carlsberg ‘s sponsorship of the Euro 2008 soccer tournament would raise Carlsberg’s awareness, but do little to resolve the issue of “remoteness.” The goal was to leverage the sponsorship to develop a deeper brand engagement.
Key Insights: Carlsberg’s core consumers are middle-aged, blue collar workers. Focus groups showed that these individuals work long hours to support their families, often under the stress of job insecurity. Their escape is drinking a beer with friends, watching a match and chatting about soccer. To engage with this audience, Carlsberg had to be present in those “guy talk” moments when they were most at ease. To ensure that the target could identify with the brand, the same language they used with their friends needed to be incorporated. Carlsberg had to become one of the boys.
Media Strategy: The half-time recap segment was identified as the time when the target was most likely to engage in “guy talk,” or discuss the match and commentary among themselves. Carlsberg branded the half time recap portion of the entire tournament with a clever use of its tagline of “Carlsberg don’t do that, but if they had it would probably be the best in the world.” The half-time segment offered clips of the best moment, best shot, best tackle, etc…. and each was presented using a variant on the Carlsberg tagline, such as “If Cech saved that shot, it would probably be the best save in the tournament.”