CASE STUDY: Carling In Off The Bar

Provided by Sky Media
Carling reconnect with its key 18-34 audience with Carling In Off The Bar, an innovative, multi-platform solution from Sky Media

What was the Challenge / Background of the Campaign?

Ten years after ending its English Premier League (EPL) sponsorship, Carling returned to football, this time as an EPL partner. The aim: to reconnect with its key male 18-34 audience, and to celebrate football in a vibrant and innovative way. A first for the Premier League in the 2016/17 season, the new live Friday night games opened up new exciting opportunities. After all, watching the game in the pub with your mates — the jokes, the banter, the cheering - is an essential part of British football culture, and Carling could capitalise on this.

What was the Campaign Objective?

To reconnect with the mail 18-34 audience and to celebrate football in an innovative way.

What was the Solution?

The idea was to turn Friday night football into an ownable event that Carling could host. With a shared heritage in football, Sky was the natural partner - and the pub, the home. Carling In Off The Bar (CIOTB) was pitched: A live, three-part, cross-media show, from a pub, and hosted by Soccer AM presenters Adam Smith and Laura Woods. The new show would give Friday night football a modern twist, taking Sky Sports directly to its fans, by filming LIVE in pubs across the UK.

What were the Results?

Shift In Perception: - 81% say that CIOTB content is something they have to share with mates - 73% - Carling is brand I would drink with friends (+43%) - 67% - Is a brand I would drink at the pub (+37%) - 77% - Is a brand I would associate with the premier league (+48%). Engagement: - Matt Hutson's 'Damn You Demba Ba' received over 775k views on Facebook. CIOTB delivered an audience of 4.5 million across TV, digital and social media after only four Friday Night Football games CIOTB achieved 25.5 million digital impressions after only four Friday Night Football games.

What were the Key Learnings of this Campaign?

The way people consume football content in 2017 is becoming significantly more fragmented. Platform and search trend analysis indicated a significant growth in football research on a Friday evening going into the weekend fixtures, up weighted towards mobile platforms. Platform, timing and audience confirmed, the idea needed to exceed expectations.Episodes were also available on-demand on Sky Go, and cut-downs available to distribute via Carling social channels to extend reach and viewing opportunities beyond Friday night - anytime, anywhere.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsCIOTB delivered an audience of 4.5 million after 4 games
16 - 24
25 - 34
Male
All
SOCIAL MEDIA
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDEBRAND STRATEGY
BRANDED CONTENT / TV
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