At the latest Carlsberg conference held in Belgium in June, the Irish Carlsberg team won Best Activation in a Local Market after showcasing their ‘Join the Greats’ campaign which ran in cycle 7 this year. The focus of this campaign was a competition to win a trip to Liverpool’s last home match of the Premier League season and the opportunity to kick the ball around at Anfield.
Out of home was a key advertising format used in this campaign. To promote the competition, Diageo, which has brewed and marketed Carlsberg in Ireland under licence since 1988, used a novel and innovative ooh campaign. This included a series of 3D builds which had an actual changing room bench, bags and jerseys built into them. These were located in Dublin, Cork, Limerick and Belfast and complemented a standard 48 Sheet campaign. The overall campaign was a collaboration between the Carlsberg brand team, the innovation team at Source out of home, Carat and Eclipse Media.
At the Carlsberg conference last month, the Irish Carlsberg team presented a video of the campaign that was created by Source ooh, and AmbientPlus organised the shipping and installation of a 3D special build at the venue in Belgium.
Neil Ronson, Carlsberg marketing manager, commented during the campaign that “Developing outdoor specials was an important part of our media mix for JOIN THE GREATS, as our objective is to drive buzz around the campaign and the specials are certainly proving to be a real talking point thanks to their impactful nature, which brings our latest TV and outdoor campaign to life”.