Carlsberg stunts with bikers in cinemas
Issue 21 | December 2011
Agency
Duval Guillaume Modem
Creative Team
Creative Director: Geoffrey Hantson ; Art Director: Koenraad Lefever ; Copywriter: Dries De Wilde
Production Team
Production Company: Monodot; Director: Cecilia Verheyden; Executive Producer: Tatiana Pierre
Other Credits
Client: Igor Nowé, Bart Creemers ; Account team: Jonathan Moerkens, Elke Janssens
Date
22.09.2011
Background
In early 2011, Carlsberg launched a new global positioning and campaign theme ‘That Calls for a Carlsberg’. Carlsberg is a well-known brand, but people didn’t necessarily know what the brand stands for. They wanted to tell the Carlsberg story, so every market would know that Carlsberg beer stands for tradition, quality, a great taste … and making the right choices.
Idea
To reinforce the new endline ‘That Calls for a Carlsberg’, Duval Guillaume Modem suggested a unique experiment. In Belgian cinemas, innocent couples were confronted with a theatre filled with not-so-friendly biker-types and only 2 seats left. The experiment was filmed and the results shown at Kinepolis cinemas and online via Youtube.
Results
Numbers: Over 7 million views on YouTube and rising.
20,800 likes versus 180 dislikes,1,500 comments, 13,400 favorites and 630,000 shares on Facebook.
13,500 tweets, 530 blogposts
Charts: #1 on Mashable Global Ads Chart, #1 on AdAge Top 10 Viral Videos Ad Chart
Our Thoughts
As someone who loves the cinema but hates encroachments into my personal space (a 3.2 mile radius from 0,0 at all times please), this idea is made for me. Would I have sat down amongst the horde of menacing bikies (assuming horde is the appropriate collective noun)? Actually, I probably would have. Which is why I like this ambient idea so much. Not only a nice piece of ambient engagement but also a sociological study on stereotypical prejudices. And the content produced from it is thoroughly watchable.