For some carlsberg advertising they dropped £10 and £20 notes totalling £5000 around the streets of London with a removable sticker as shown above. Some more great ideas from saatchi and saatchi, london office.
A great example of extending a successful concept to another medium. This not only puts the brand in a highly favourable position with the lucky few who find and pick up this 'litter' but I expect, created alot of free coverage for the brand from the media and such, which only further increases the brand exposure.
I agree with Sarah on her comments about the free exposure on the news etc, but I think that it would have been better, as London is such a big city, to have had £5 notes instead... so that there were more of them, which leads to more viral marketing for Carlsberg, as more people would pick them up. As much as I love the concept behind the Carlsberg ads, do they make you want to drink it? I'm not a fan or beer or larger so I wouldn't drink any brands but it would be good to see if their sales have increased since the start of the campaign.
This will probably have been quite alot cheaper than doing any commercials or print based medium for the amount to output the ideas.
In response to Michelle i can see your point of £5 notes but it looks better for the company that they use 10's and 20's, its just how you interpret it and depending how you look at it, if your in London a fiver might only buy you one pint with some change depending where you go. I have started to drink beer but do not choose by advertising purely by what others say.
But a great advertising stint, very different indeed, but i do think Carslberg need to be careful that they dont overdue the campaign and ruin it such as the whole FCUK campaign to over done in my eyes.
I personally think that Carlsberg have milked this cash cow dry. If this was the first kickstart idea to a campaign, i would be applauding it for being a fantastic guerilla idea, however at this stage i think that Carlsberg should start looking into other branding. It seems to me that the impact of an idea like this is affected by its position in the marketing strategy- having it at the end of a faltering and overdone campaign really limits what could have been a strong concept.
If you are interested in good design in the beverage industry, check out work from Guinness (pretty much anything), or the advertising for Beck's lager. they ran a campaign a while back to do with bottle designs, i'll see if i can get them up on my blog for you. These brands consistently re-invent their advertising strategies, and produce better and more liberated design work as a result.
4 comments:
A great example of extending a successful concept to another medium. This not only puts the brand in a highly favourable position with the lucky few who find and pick up this 'litter' but I expect, created alot of free coverage for the brand from the media and such, which only further increases the brand exposure.
I agree with Sarah on her comments about the free exposure on the news etc, but I think that it would have been better, as London is such a big city, to have had £5 notes instead... so that there were more of them, which leads to more viral marketing for Carlsberg, as more people would pick them up. As much as I love the concept behind the Carlsberg ads, do they make you want to drink it? I'm not a fan or beer or larger so I wouldn't drink any brands but it would be good to see if their sales have increased since the start of the campaign.
This will probably have been quite alot cheaper than doing any commercials or print based medium for the amount to output the ideas.
In response to Michelle i can see your point of £5 notes but it looks better for the company that they use 10's and 20's, its just how you interpret it and depending how you look at it, if your in London a fiver might only buy you one pint with some change depending where you go. I have started to drink beer but do not choose by advertising purely by what others say.
But a great advertising stint, very different indeed, but i do think Carslberg need to be careful that they dont overdue the campaign and ruin it such as the whole FCUK campaign to over done in my eyes.
I personally think that Carlsberg have milked this cash cow dry. If this was the first kickstart idea to a campaign, i would be applauding it for being a fantastic guerilla idea, however at this stage i think that Carlsberg should start looking into other branding. It seems to me that the impact of an idea like this is affected by its position in the marketing strategy- having it at the end of a faltering and overdone campaign really limits what could have been a strong concept.
If you are interested in good design in the beverage industry, check out work from Guinness (pretty much anything), or the advertising for Beck's lager. they ran a campaign a while back to do with bottle designs, i'll see if i can get them up on my blog for you. These brands consistently re-invent their advertising strategies, and produce better and more liberated design work as a result.
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