Carlsberg HK was announced the Gold winner in Best Idea – Customer Engagement (For Carlsberg Taxi campaign), the Silver winner in Best Idea – Video (for Jolly Shandy thematic campaign) category of MARKies Awards 2017; and Silver Award in “My Favourite TVC” public voting (for Carlsberg Fitting Room Campaign) of MTR Advertising The Best of the Best Awards.
Both The MARKies Awards and The MTR Advertising The Best of the Best Awards are industry-wide annual event to celebrate distinguished achievement and creative excellence in Hong Kong
Among all the excellent works in the entire marketing services industry in 2016, panel Of Judges was especially impressed by Carlsberg’s “Probably The Best Taxi Services in the world”, Carlsberg “Probably The Best Fitting Rooms”, and Jolly Shandy’s “______ but Jolly” campaign, and – for how they have effectively connected with target consumers through innovative ideas and impactful executions.
Carlsberg TAXI RIDE - Turning an everyday grudge to a “probably the best experience”
Carlsberg HK leverages the consumer insights of mass consumers – taxi rides, and blends in the brand’s motto by giving out “Probably the best taxi rides in the world” to our consumers. We surprised consumers with a REAL Carlsberg taxi ride, in which we invited celebrities to serve consumers with tailor-made services. To make the whole campaign even surprising, we invited Carlsberg Regional CEO – Mr. Søren Ravn as the first “Star Server” to give out breakfast and tea to warehouse and office employees! All content is filmed and shared in social media.
Carlsberg Taxi became a talk of the time once it was introduced, with video views and reach growing exponentially in no time. The series of buzz-worthy videos reached over 3 million people, with over 80% being our target audience. The buzz created thereafter benefited our media cost on social, with our CPM / CPC recorded on Facebook down by 40%, the lowest ever.
The campaign also successfully reconnected with our fans, as post-campaign research found that consumer’s “brand consideration” and past 3-month consumption risen. The relevance of Carlsberg among the younger generation has been rebuilt. “For someone like me” increased by 48% after the taxi Campaign, while “Carlsberg is a brand that is setting trends” increased by 27%. The campaign received Gold Award in Best Idea – Customer Engagement category.
JOLLY SHANDY – ANYTHING BUT JOLLY!
With the objective to create massive social buzz for Jolly Shandy among target consumers, in 2016 summer, Jolly Shandy invited 5 KOL to demonstrate the core brand attitude – Be yourself and be Jolly. A series of eye-catching visual was created, alongside with 5 viral videos spread across the social media. As a result, the campaign gained over 1.2M video views, and Jolly Shandy Facebook fans growth rate was 89% up compared to average. The campaign received Silver Award in Best Idea – Video category.
MY FAVOURITE TVC - CARLSBERG PROBABLY THE BEST FITTING ROOM TVC
And congratulations to Carlsberg again – for the “Probably The Best Fitting Rooms In The World” campaign TVC has won the Silver Award in “My favourite TVC” category of MTR Advertising – The Best of the Best Awards, after public voting!