29/04/2011
The Carlsberg Group, a leading world-class brewery with a large portfolio of beer and other beverage brands rolled out their global rebranding strategy through Clear Channel Singapore’s shelter media. Through a cohesive strategy, the Carlsberg rebranding campaign was launched through a global initiative on the 6th April 2011, with the poster campaign on Clear Channel Singapore’s media rolling out on the 7th of April. The poster campaign is currently up on a uniquely customised Clear Channel people&places National Network, with sites skewed towards retail outlets and youth hangouts.
“We have established a win-win relationship here with Carlsberg’s new brand positioning and Clear Channel’s strategic reach to our target audience. It is just the sort of high visibility and attention retaining campaign that we need to get our message across to a captive audience and get them engaged with our new positioning”
- Anto Setiadi, Head of Marketing, Carlsberg Singapore Pte Ltd
Alongside the poster campaign, the Number One imported premium beer in Singapore, Carlsberg will place 4 interactive screens at selected high traffic locations including Orchard Road, Robinson Road, Stamford Road and Grange Road. The interactive screens, a first for the bus shelter media in Singapore, are part of a collaborative effort between Carlsberg, OMD, Euro RSCG and Clear Channel. As part of Clear Channel’s Create portfolio, the interactive screen is executed through placing a touch screen within a 6-sheets panel, before encasing the entire panel to drive branding and awareness.
The first two Carlsberg interactive screens went up on the 21st of April at Orchard Road (Outside Plaza Singapura) and Stamford Road (Outside SMU), the other two screens will go up in early May. While the static posters carry thought-provoking questions including “Your boss asks you to jump” alongside answers “How High?” or “Why?” prompting the audience to think on-the-go, the interactive screen offers the brand a chance to engage Carlsberg’s target audience on-the-go.
Clear Channel’s interactive panels are a part of Carlsberg’s new tagline “That calls for a Carlsberg”, which invokes a personal sense of reward for the Carlsberg drinker to “step up and do the right thing”. After answering the questions on the interactive screen, the audience has an option to enter his/her particulars for a golden opportunity to participate in Carlsberg’s big give away!
The rebranding campaign aims to effectively communicate Carlsberg’s brand story while celebrating its heritage and values. It is currently up on print, television, radio, Out-Of-Home media and digital platforms. The interactive screens run on Clear Channel’s 6-sheets till 1st June.
Creative Agency: Euro RSCG Singapore
Media Agency: OMD Singapore