Objective:Build the Carlsberg brand and drive traffic to the Carlsberg Euro 2000 microsite during the tournament.Synopsis:IGNORED: Traditional banner activity.CREATED: Innovative, eye-catching executions.With intense media competition around the Euro 2000 Tournament, the solution needed to be unlike anything that had gone before. The ads needed to target 18-34 year old football fans. With the use of DHTML and flash technology, an animated footballer kicks a football out of a pop-up window, causing the whole web page to shake on impact. Users click on the ball to be taken straight to the Carlsberg site. Another execution features an animated footballer running across the page, stopping in the middle and lifting his shirt over his head. Users click on his Carlsberg branded vest to be taken straight to the site. The results? 16,192 visits driven by the online advertising campaign. Click-through rate peaked at 38%.