Carlsberg Singapore keeps beer-lovers eager with their countdown to the smoothest hour

Strolling down the bustling streets of Somerset when suddenly, a sight for sore eyes, but more importantly, a parched throat from the South-east Asian sun, stands a 2.2m tall dispenser of cold and smooth Carlsberg beer.

At first encounter, curiosity is sparked. But very quickly, eyes beaming with delight at the idea of free beer.

But unbeknownst to the John and Jane who have stopped in their very tracks at the sight of this larger than life beer tower, is an OOH campaign by Carlsberg, OMD and Clear Channel promoting the beer brand’s Countdown to the Smoothest Hour.

The custom-built installation features a digital countdown timer that brews anticipation towards the smoothest hour.

Through this innovative sampling concept, those walking by between 1 pm and 6.30pm have the chance to enjoy a can of the premium delight.

In a press statement, Senior Manager of Carlsberg Singapore Lum Mei Yi says the ever evolving out-of-home advertising space meant exploring innovative formats for customer engagement even deeper.

“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, added the statement.

Amanda Woo, Head of Commercial, Clear Channel 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.”

Leveraging on out-of-the-box thinking, OMD Singapore was seemingly the right fit for the missing link in the campaign.

“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,” said Elisa Chua, Business Director, OMD Singapore.

BEST OF GLOBAL DIGITAL MARKETING Conference 2017

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