CASE STUDY: Carling Undertake Interactive Advertising
Provided by Thinkbox
Carling was not one of the 15 official FIFA partners of the 2006 World Cup, but wanted to build on the passion and momentum.
What was the Challenge / Background of the Campaign?
Carling was not one of the 15 official FIFA partners of the 2006 World Cup, but wanted to build on the passion and momentum. Their 'Big Match' TV execution depicted a football match breaking out in the street and taking over the whole city - created with interactive advertising (IA) in mind. IA allowed more depth and engagement, taking the viewers through exclusive and entertaining content. Visitors enjoyed a light hearted 'post match' review, different versions of the ad and making of/ deleted scenes footage. As well as having the chance to win a year's supply of beer.
What was the Campaign Objective?
To generate a strong association between Carling and football through content. To engage with 18 to 34-year-olds during the 2006 World Cup. To increase awareness and purchase consideration of Carling. To enhance the perception of the Carling brand
What was the Solution?
IA allowed more depth and engagement, taking the viewers through exclusive and entertaining content. Visitors enjoyed a light hearted 'post match' review using Sky Sports presenters, different versions of the ad and making of/ deleted scenes footage. The competition element was based on 'spot the ball' - with a chance to win a year's supply of beer. This interactive campaign ran across all major channels in Sky homes between 28th April and 11th June 2006.
What were the Results?
Using continental research and SkyView, data was collated to assess the effectiveness of the campaign. Key measures included - awareness, engagement, impact on brand perceptions and purchase consideration. Over 5 million adults were aware of the Carling campaign and that it included interactive content. That's 33 per cent of 18+ adults in Sky homes. Of those, 8 per cent pressed red to interact, equating to 400,000 adults (Continental Research - June 06).
What were the Key Learnings of this Campaign?
When asked "Which beer or lager have you seen or heard any advertising for recently?" 40 per cent of interactors spontaneously mentioned Carling before any other brand, nearly twice that of the nearest competitor. Interactors were also 116 per cent more likely to mention Carling than those who did not interact. With the exclusive interactive content, Carling was able to maximise the time visitors spent in their branded environment. The average dwell time was just under four minutes, which is 1.5 minutes longer than the average.