Carlsberg teamed up with OMD and Clear Channel to combat the heat in Singapore with their latest creative OOH campaign – Counting down to the smoothest hour. 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. Expect an overwhelming response from a crowd of beer lovers as Carlsberg unveils a promise of a thirst quenching smooth textured ice cold beer.
“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,” quipped Lum Mei Yi, Senior Manager, Carlsberg Singapore.
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.
“One of our proud collaborations with a brand and agency, Carlsberg and OMD are like-minded partners who believe in pushing the creative boundaries. 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,” said Amanda Woo, Head, Commercial, Clear Channel Singapore.
“Innovation and creativity are at the heart of OMD’s value proposition. Our aim is to get the Carlsberg Smooth Draught in front of as many beer drinkers as possible in Singapore, leveraging out-of-box thinking and we are thrilled to partner with Clear Channel to execute this exciting campaign. We hope the campaign reinforces Carlsberg’s appeal in Singapore and lives up to the tag of “Probably the best beer in the world,” said Elisa Chua, Business Director, OMD Singapore.
Source: Campaign Brief Asia