Your choice of fun
Carlsberg International Group
Issue 40 | September 2016
Agency
Happiness
Creative Team
Geoffrey Hantson Pieter Claeys Philippe Fass Tim Schoenmaeckers Niels Sienaert Mickey Beddeleem Frederik Willem Daem, Lennert Vedts Dries Lauwers
Production Team
Tuyet Hoang Nils Gerbens 100%Halal
Other Credits
Kris Hoet Elke Janssens Marlen Fernandez Pando
Date
July 2016
Background
Tuborg was for many years the ‘forgotten’ sibling of the larger, better-known Carlsberg brand. In 2012 Tuborg was given a new down-with-the-kids positioning centred on music and fun.
It was, of course, not the only European lager brand to do this, so standing out required some effort.
The ‘Your Choice of Fun’ campaign was based on coloured caps and promoted via YouTube. For the campaign, every Tuborg bottle had a cap in one of five colours and themes: ‘Love’, ‘Party’, ‘Explore’ and so on.
Idea
So far, so standard for a lager brand chasing the youth market.
And just like any other pre-roll ad, you could skip ‘Your Choice of Fun’ after 5 seconds.
But to prevent consumers doing that, the ad had a series of eight buttons at the bottom giving viewers a multiple choice of options – a rock-themed ad, a touchable ad, a ‘create’ ad, or ads like ‘love’ and ‘explore’ that replicated the caps. Each button took the viewer to a different video.
The ‘create’ button, for example, took you to a video that asked you to draw a naked man – with the winner getting music festival tickets. The love video involves an avian mating ritual. How Scandinavian.
And of course there was a ‘Skip’ button too.
Results
The campaign launched mid-July, so nothing significant to report yet.
Our Thoughts
This is a great example of where technology can take a pretty standard proposition and turn it into something more interesting…indeed, bring it to life.
The idea of a youth-targeted drink brand offering its consumers a choice of cap to capture a different mood is, frankly, old hat. A brief for a YouTube ad illustrating ‘Your Choice of Fun’ is hardly going to set the pulses racing.
But the agency has clearly taken advantage of some clever technology to bring the idea to life, effectively hiding multiple videos behind the host, and making the idea of video choice replicate the campaign ‘choice of fun’ proposition.
If you want to see some entertainingly subversively footage, watch the ‘Party’ video in which a focus group deconstructs the ad.
It even has a bit of a dare by inviting viewers to skip the host ad confident, I assume, that the choice is intriguing enough to push them towards one of the options.