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. 



For the seventh year running, we are bringing back the famous Best of Global Digital Marketing Conference to KL with a special focus on Content Marketing this year. Unique case-study based learning, as our team monitors over 200 digital marketing award shows across the globe and interviews the winners. Based on this extensive work, we produce in-depth case studies.

Speakers with digital domain expertise:
• Hando Sinisalu, CEO of Best Marketing International
• Kyoko Yonezawa, Creative Technologist and member of Dentsu Lab Tokyo
• Scott Gray, Experience Director, Mirum South Africa

Global Case Studies include:
BANKING & INSURANCE: Compare The Market, Advocards, Allianz, Ally Bank, Barclays….
TECHNOLOGY & STARTUPS: Hubspot, Pipedrive, MoveHub….
AUTOMOTIVE: Volkswagen, Volvo, Nissan, etc FMCG: Ariel, Unilever, Snickers…
RETAIL: McDonald’s, Harvey Nichols, Zalando….
TRAVEL & TOURISM: Qatar Airways, Transavia, Finland Tourism, Sweden Tourism, KLM…

Each best practice case study is presented based on…
Business problem: What is the market situation? Who are the competitors? What is the target audience? What are the main business/marketing challenges? What are the goals?
Solutions: What are the consumer insights? What was the creative strategy? What was the media strategy? What were the results of the campaign?
Lessons: What other marketers from other countries/other business sectors could learn from this case study? What are the main mistakes to avoid?

The Best of Global Digital Marketing Conference has won popularity in more than 30 cities around the world from Singapore, Moscow, Jakarta, Istanbul to Amsterdam, Johannesburg, Prague, Shanghai, Seoul, etc.

Date: 14 August, 2017 (Thursday)

Venue: Sime Darby Convention Centre, Kuala Lumpur.

Time: 8.30am – 5.00pm

Book your seats early! Call Ruby on 03-77262588 or [email protected]


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene