The target audience had a healthy cynicism towards advertising; the creative challenge was to weave media into their lifestyles without intruding. Bus shelters positioned within ‘drinking villages’ included many with ‘electric paper’, a special printing technique. Roadside and Underground posters reached those en route to bars. Digital messages at Tottenham Court Road, London’s busiest leisure tube station, created excitement and anticipation. Screens at all major London termini and in bars stocking Carling extended the message.

Carling engaged with their audience, weaving into the fabric and lives of these male music lovers. High awareness strengthened their credibility with this media savvy group. 78% saw the bus shelters and tickets sold out over a month before every gig! The Electric Posters achieved great PR coverage.