Tuborg: Your Choice Of Fun

Credits & Description:

Agency: Happiness / Fcb Brussels, Belgium
Client: Carlsberg Group ; Tuborg
Product: Beer
Entrant: Happiness / Fcb Brussels, Belgium
Title: Your Choice Of Fun
Product/Service: Beer
Idea Creation: Happiness / Fcb Brussels, Belgium
Production: 100% Halal Amsterdam, The Netherlands
Vice President Core Beer Global: Mikkel Pilemand (Carlsberg Group)
Global Brand Director Tuborg: Vsevolod Nikolaev (Carlsberg Group)
Global Marketing Manager Tuborg: Ashvin George (Carlsberg Group)
Global Integrated Communications Director: Daria Radota Rasmussen (Carlsberg Group)
Executive Creative Management: Karen Corrigan (Happiness / FCB)
Chief Creative Officer: Geoffrey Hantson (Happiness / FCB)
Chief Innovation Officer: Kris Hoet (Happiness / FCB)
Managing Director: Elke Janssens (Happiness / FCB)
Account Manager: Marlen Fernández Pando (Happiness / FCB)
Creative Director: Pieter Claeys (Happiness / FCB)
Creative Director: Philippe Fass (Happiness / FCB)
Concept Provider: Niels Sienaert (Happiness / FCB)
Concept Provider: Tim Schoenmaeckers (Happiness / FCB)
Creation: Mickey Beddeleem (Happiness / FCB)
Creation: Frederik Willem Daem (Happiness / FCB)
Head of Craft: Lennert Vedts (Happiness / FCB)
Graphic Designer: Dries Lauwers (Happiness / FCB)
Digital Producer: Tuyet Hoang (Happiness / FCB)
Film Director: Nils Gerbens (Halal)
DOP: Piotr Kukla (Halal)
Film Producer: Christine Anderton (Halal)
Film Producer: Judith Engels (Halal)
Offline editor: Amber Hooijmans (Halal)
Online & VFX editor: Erik van de Heuvel (Halal)
Online & VFX editor: Robin Hancock (Halal)
Grading: Jopo (De Grot)
The Campaign
We made a pre-roll ad that viewers could skip, just like any other YouTube ad. But this time, 8 colorful alternatives appeared, around the Skip ad button. So, next to the Skip ad, viewers could also click the ‘Love ad’, ‘Feel ad’, ‘Explore ad’, ‘Rock Ad’, ‘Touch Ad’, ‘Cheer Ad’, ‘Party Ad’ or ‘Feel Ad’. The colorful buttons corresponded to the colors and the themes on the Tuborg color caps. When clicked, viewers got a wacky, subversive and plain fun Tuborg ad in that specific theme.
Campaign Success
The ad was implemented in Youtube Trueview Instream. Targeted at 18-25 male&female. Mostly in Italy and Ukraine. The buying metric was CPV with estimated impressions of 3.8 million. Starting july 12th, till end of August.
Describe the success of the promotion with both client and consumer including some quantifiable results
Instead of skipping our ad, people were activated to watch one of our other ads. In total 10.7 million views were registered and 1.4 million engagements (likes, comments and shares) took place. A +1088% search uplift for Tuborg was measured during the campaign.
Explain why the method of promotion was most relevant to the product or service
Instead of skipping our youtube ad, we activated people to watch our other ads by adding possibilities to the Skip Ad button.
YouTube ads were bought, aiming at young people between 18-29 in Italy, Romania, Ukraine and Russia.