The strategy was to implement an outdoor activity where many people would meet several times a day. It had to be an extraordinary solution in order to create extra visibility for Carlsberg as well as to give the exposed people a mind-blowing experience. The location was Nørreport (busiest station in Denmark) where more than 700,000 people use the trains, metro and buses every week. Here, we transformed the main staircase, windows and walls above it to one giant ad. The execution was of course a lot of Carlsberg beer, but it also contained information about day and time of these important matches, and the pay-off “Remember cold Carlsberg for the matches” was clearly visible. By wrapping the windows above the staircase in green plastic film the whole station had a green glow, which more than anything gave the impression that all the travellers were walking around inside a giant Carlsberg bottle.

The activity went on for 2 whole weeks (around the four matches) and even though the investment was very low (Euro 15,900) it generated fine results. Carlsberg’s total brand-communication awareness rose from 40% to 50% during the campaign period. Outdoor awareness alone increased from 18% to 25%.

Loyalty (drink most often) increased by 40% in the TG (from 12% to 17%) and most importantly: Close to 60% of the TG associate Carlsberg with football after the campaign. This is more than double of what is the situation for Heineken (21%), meaning Carlsberg clearly keeps the position as the preferred football beer in Denmark!