Carlsberg reached their target audience through a range of platforms under the Sky Sports brand.
OMD Fuse approached Sky Media with a sponsorship brief for Carlsberg, looking at the idea of rewarding yourself with a beer during the week, targeting males aged 18-34. Identifying Sky Sports as the ideal brand and with a wealth of advertising platforms available through Sky Media, the concept of 'Your Weeknight Reward' was soon developed. The campaign encouraged men to reward themselves with Sky Sports and a Carlsberg after a busy day at work and proved to be a big success among the target audience.
Target males 18-34 for a Carlsberg weeknight reward. Build awareness and interest in the Carlsberg brand among the target audience. Identify a strong brand or platform that would work in synergy with Carlsberg. Keep Carlsberg front of mind with publicans.
A series of memorable, humorous spot ads were created showing a man and his friends relaxing after work at home with a Carlsberg while watching Sky Sports, with Sky Sports commentators describing the action. Three separate out-of-home ads were created especially for the Sky Sports pub feed and showed friends enjoying Sky Sports and a Carlsberg in their local pub. These entertaining spots (also featured on YouTube and gained trade press coverage) along with on-pack competitions offering great prizes kept the partnership long in memory.
The effect on brand appeal was strong, positively effecting 6 in 10 of those sampled.
A third claimed that they were aware of the Carlsberg and Sky Sports partnership, with males 18-34 being the most aware. A third of all our viewers claimed to have bought either Carlsberg or Carlsberg Export after watching the TV ad 80% claim to have watched Sky Sports during the week.
The campaign had a hugely positive impact and showcased a great co-branded partnership, with Sky Media supporting Carlsberg's brand objectives and creating a campaign with real buzz.