'Are you fan enough?' as Carlsberg launches integrated campaign for UEFA Euro 2012.
Developed by Euro RSCG Kuala Lumpur, this campaign challenges Malaysian football fans to show what they would do to win one of the 100 UEFA EURO 2012™ all -expense paid trips.
The campaign appears in online, print and POSM and aims to amplify the brand’s positioning of being the reward for courageous acts.
The Facebook competition encourages fans to submit videos to explain how one fan is enough. The campaign is also supported by on-pack designations: if Carlsberg fans find a crown on the bottle cap liner or a singing Carlsberg can, they can win a ticket to go to the UEFA EURO 2012™.
“Our idea was to create a series of localized, unexpected, surprising and humorous videos to engage and stimulate creative participation in Carlsberg Euro 2012 campaign” said Ng Heok Seong, Executive Creative Director, Euro RSCG Malaysia.
York Spencer, Marketing Director, Carlsberg Malaysia, added: “We loved the idea the minute we heard about it. Young web savvy Carlsberg fans create their own videos and share them amongst their friends on social media. It’s been a great response so far and we’re excited to see what fans can come up with next ”
The integrated campaign is running in Malaysia for the next three months.
Euro RSCG Kuala Lumpur has been agency of record for Carlsberg since 2009.
ECD - Ng Heok Seong
CD – Ezra Foo
Copywriter – Jonn Dogra
Art Director – Matt Wang