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15 Mar 2020

In Belgium to launch Carlsberg’s global strapline ‘That calls for a Carlsberg’, a series of cinema stunts was created. The idea behind the line was to position the beer as a reward for people showing courage.

On a number of planned occasions, unsuspecting couples bought cinema tickets in their usual way for an evening out. However, as they walked into the cinema auditorium, they discovered they were to be surrounded by hardcore bikers. Some couples walked straight out, but those brave enough to take their seats were rewarded by cheers and a bottle of Carlsberg.  In perfect unison with the cheers and beers, the Carlsberg strapline flashed up on the screen.

In addition to winning awards, the results for Carlsberg were spectacular! In just a few weeks, footage made from the live stunt went viral and featured on countless blogs and news sites all over the world. Very quickly, this was viewed over 16 million times on YouTube and had more than 2 million Facebook shares, resulting in a gross reach of over 150 million free contacts. And, more importantly the share of choice increased from 1% to 35%

Awards

  • Cannes Lions 2012, Gold in Promo & Activation

  • Cannes Lions 2012, Gold in Outdoor

  • Cannes Lions 2012, Gold in Media

  • Cannes Lions 2012, Silver in Film

  • Cannes Lions 2012, Silver in PR

  • Eurobest 2012, Gold

  • Eurobest 2012, Silver

  • Eurobest 2012, Silver

  • Eurobest 2012, Silver

  • Eurobest 2012, Bronze

  • Eurobest 2012, Bronze

  • Eurobest 2012, Bronze

  • IAB Mixx Awards 2012, Gold

  • London International Awards 2012, Silver

  • London International Awards 2012, Bronze

  • London International Awards 2012, Bronze

  • Caples Awards, Gold

  • D&AD: in book

  • Oneshow, Silver

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Source: Duval Guillaume

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