Picture this: You walk into a movie theater and almost every seat is full of burly, mean-looking bikers. If that wasn’t already an intimidating situation, the only available seats are right in the middle of the center row, meaning if you want to watch the movie from a seated position, you’ll have to make your way through aisles of bikers who are staring you down.
What do you do?
If you’re like most people, you’ll enter the room and utter sentiments like, “You’ve got to be kidding me” and “This is not what I paid for.” You might even walk out and maybe head to the box office to ask for your money back. But if you’re among a brave handful, you’ll sit down anyway, wait patiently for the movie to start and … receive thunderous applause and a fresh Carlsberg to toast your courage.
It’s a simple premise that struck a chord with a lot of people. The video, released in September 2011, had 11 million views on YouTube as of early May 2012. Elke Janssens, senior account manager at Duval Guillaume Modem, the Belgium-based ad agency behind the effort, says that there have been 16 million views worldwide, more than 1.5 million shares on Facebook, 364,000 mentions on Twitter and free publicity in more than 900 blogs, 150 news websites, numerous TV shows, newspapers and magazines — all with a correct brand attribution of 98%. In addition, there was a 4.3% increase in sales, by volume, in the third and fourth quarter of 2011, Janssens says.
What’s remarkable about the campaign is that the bit of theater Carlsberg created tied so closely to the brand’s positioning.
Janssens noted that Carlsberg introduced a new tagline in early 2011 — “That calls for a Carlsberg.” The slogan underpins a new creative strategy, essentially making a Carlsberg the reward for an act of courage. “Starting from this strategy, our creative team came up with some viral ideas for experiments where people have to step up out of their comfort zone and show courage,” Janssens says.
Hence the theater full of bikers.
It is obvious that Carlsberg had developed an excellent advertising goal and also, an advertising design in order to attract its target market. Social media acted as an effective communication channel for Carlsberg to expand its market share.
Authors: Hoi Ting Heidi Li & Yan Li