CARLSBERG’S THE UNKNOWN ZONE
19 JULY – 12 NOVEMBER 2013
To persuade 25-35 years old career builders who are international premium beer drinkers to switch to Carlsberg on their night out occasion.
The event was a pop-up event where consumers are invited to step inside a mysterious room and be confronted with unpredictable & provocative challenges.
The concept was “Step out of your comfort zone into the unknown.”
The programme highlights included a series of unknown challenges consumers have to overcome with as Carlsberg rewards consumers for stepping out of the comfort zone, including a live concert of Thailand’s popular pop artist Burin Boonvisut to close the night with.
Watch the event round up here:
The event was part of a five month long campaign which began in Bangkok, Rayong, Khon Kaen, Hat Yai, Pattaya, Chiangmai and which rounded up in Bangkok.
The event was targeted at consumers aged 25-35 years old and the brand recruited its guests through a few channels. Its guests included opinion leaders and celebrities (where the brand hand picked and it was by invitation only), Carlsberg database (through the Facebook fan page and online campaign) and career builders, people who frequent the selective type of premium outlets the events took place at.
The brand conveyed invitations in this ratio: 50% social and digital, 40% ATL (print, poster, TV & radio) and 10% through direct marketing.
In addition, the brand used all integrated channels for joint PR efforts including weekly magazines (for pre and post events), posters and giant banners & TV screens at the outlets, Carlsberg Facebook fan page, PR tie in for both targeted TV and radio programmes, Carlsberg’s Instagram, celebrities’ social media, digital banners on targeted online sites, PR stunt at the center of Bangkok (Parc Paragon, Siam Paragon) and a viral VDO clip.
Across the seven premium outlets, around 6,900 people showed up and participated with the campaign. The campaign is still ongoing and it aims to engage with 10,000 career builders at the end of the campaign.
In the first three weeks following the campaign, there was an increase in more than 10,000 Facebook fans, increase in more than 7,500 in talkability as well as an increase in more than 1,400 followers on Instagram.
The events also reached nationwide career builders through multiple channels coverage on the post-event. There was post event PR coverage across TV programmes (GMM Music, Men Channel, Channel [V], Very TV, Play Channel and Siam sport), magazines (Guru, BK, A day bulletin, A day, FHM, Esquire, Mars and Hamburger), radio stations and online (91.5 Cool Celsius, 107 MET, 102.4 GET, 95,5 Virgin, FHM and Siam2night).
For future events, Carlsberg is committed to setting a quality benchmark against its own standards in all its following events.
More images here: