Carlsberg was celebrating its 170th anniversary and wanted to invite the whole world, presenting and interestingly involving the consumers in Carlsberg’s many amazing and quite important initiatives throughout the years.
This called for modern and engaging communication. To show Carlsberg’s impact, we needed to focus on quality and how the brand has been evolving. We created the concept called “It all comes from beer” to make it relevant and interesting even for people outside of Denmark.
We were there at iconic locations such as Glyptoteket, Frederiksborg Slot and the Carlsberg City, shooting with drones and bringing everybody on an interactive visual journey through places where Carlsberg had contributed to making Danish history. The user was in control of the route on the campaign site, having the power of regulating the speed of the “flight”. The celebrations also included concerts and many events in Copenhagen for 7 days. We also made a coffee table book showing the Carlsberg personality in an aesthetical and inspiring way.
During the first week of the campaign, we had the following response in Denmark.
Unique users: 93%
Conversion web – SoMe: 65%
Access via mobile: 50%