Carlsberg 170:
It all comes from beer

Challenge

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.

Process

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.

After only one week we had 36,000 visitors.

Solution

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.

Results

During the first week of the campaign, we had the following response in Denmark.
Visitors: 36,000
Unique users: 93%
Conversion web – SoMe: 65%
Access via mobile: 50%

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2400 Copenhagen

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