Carlsberg has teamed up with OMD and Clear Channel for a creative OOH campaign - Counting Down to the Smoothest Hour.
According to the press release, the execution, aimed to marvel the crowd with its innovative sampling concept, features the first-in-market countdown beer dispenser along the buzzling streets of Somerset. The custom built 2.2m tall dispenser features a digital countdown timer that brews anticipation among the public and urge them to countdown with Carlsberg to the “smoothest hour”, enjoying “a can of the premium delight” as the dispenser opens up at 1pm and 6.30pm respectively.
To further strengthen the call-to-action, the campaign utilised a weather recognition function across 80 digital OOH panels located near supermarkets and shopping malls. The program embedded within the digital panels pull live weather feeds from the National Environment Agency website and replace static visuals with a video showing their draught beer bubbling through the tap during sunny weather, inviting commuters to head to the nearest stores to grab a can.
The companies are confident the campaign will be able to receive an overwhelming response from a crowd of beer lovers as “Carlsberg unveils a promise of a thirst quenching smooth textured ice cold beer”.
Carlsberg Countdown Dispenser will be located at the bus shelter outside Dhoby Ghaut MRT Stationfrom 27 July to 2 August, and bus shelter along Robinson Road, after Capital Tower from 3 August to 9 August.
“In the ever evolving out-of-home (OOH) advertising space, innovative formats deepen consumer engagement. You would expect samplings at event activations, in a mall or supermarkets. We took this idea out of the shops and brought it out-of-home (OOH). Clear Channel and Carlsberg created something truly innovative – the anticipation of a countdown and surprise will lend a memorable experience with the brand and create a lasting impact," Lum Mei Yi, senior manager, Carlsberg Singapore, said.
“We took up the challenge to think differently on the approach to OOH – the outcome was a truly innovative first-in-market concept. Challenging the norm of ‘sampling’, we built it around the idea of suspense, drawing commuters interest on what was to be revealed. We then leveraged technology meaningfully to deliver contextual messaging that will drive interest to try the new product at nearby stores. We are certain that this campaign will generate talkability and more importantly, meaningful brand experience with Carlsberg,” Amanda Woo, head, commercial, Clear Channel Singapore, added.
Recently in May, Carlsberg Malaysia celebrated the one-year anniversary of its beer, the Carlsberg Smooth Draught. As part of its marketing initiatives, it launched a nationwide promotion on the beer for consumers.