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Cases-Carlsberg

Carlsberg Chill Happy Bus Shelter Project
Carlsberg Chill Happy Bus Shelter Project in Beijing (July, 2009)
Carlsberg Chill Happy Bus Shelter Project in Shanghai (May, 2009)
Carlsberg Chill Happy Bus Station Project in Western China(Oct-Nov,2008)
The exclusive interview of Marketing China to President Wang Keqin (Feb ,2010)
Carlsberg Chill Happy Case Integrated Promotion Project (Feb 2010)
Carlsberg Chill And “kaixin001.com” Launched Strategic Cooperation (Feb, 2010)
National Promotion Project for Carlsberg Chill New TVC(Jan, 2010)
Carlsberg Euro 08 MOTM event full story reveal PR promotion (July, 2008)
Carlsberg China fan award MOTM on Euro 08 final game PR promotion(Jun, 2008)
Carlsberg ALPS Action 2nd round PR promotion (April, 2008)
Carlsberg Chill Music Live GZ and ZH- Alex and Stephy (Dec, 2007)
Carlsberg Chill Happy Revolution PR Campaign (Nov, 2007)
Carlsberg Chill × MYV Release LIVE Music Yunshi He Fans' Party in Guangzhou and Jiangmen
Press Release Placement Project of Carlsberg's ALPS Action with CCTV
  Crisis Management of Tianshui Event (Apr, 2007)
  Calsberg Mayday Concert (July, 2007)
  The launch of Advertorial about Qinghai-Tibet Highway's open (Aug~Oct. 2006)
  2006Blue Ocean Strategy subject PR(Mar to Apr,Aug to Sept, 2006)
  The launch of advertorial in Lhasa (Tibetan New Year)
  The national launch of the tenth advertorial of Carlsberg
Carlsberg Chill Happy Revolution PR Campaign (Nov, 2007)

Background
  Carlsberg Chill composed her new slogan “Stand up for fun” in 2007 and established a new happy image to her customers. To better promoted this slogan, SOC-China brought out “Happy Revolution Campaign” in 2007.

Campaign clue:
  According to “Stand up for fun”, we SOC-China collected lots of information and made creative ideas to carried on several media pulses. Today, citizens are dreaming to be simple and returned to natural lives —that is to enjoy pure easy and happy time. Carlsberg Chill inherited the happy DNA from her motherland Denmark, and carried responsibility to spread happiness to city lives. They invited Mayday (a famous popular band in pop music stage) as their brand idol to promote happy revolution

Revolution Process:

1. Mayday – Chill idol, happy flagman
  After Mayday’s excellent action in Chill’s new TV commercial, we communicated with editors sufficiently to explain the spirit of Chill’s new slogan and make sure the relevant reports would be published in high quality. Most of the medium published the full story and picture which we provided and all clippings reached our expectation.

2. Happy property survey
  To enhance the influence of happy campaign to public, SOC-China founded a new idea --“Happy Property” to test out how many happy or unhappy the people are. We designed an interesting test and use an advertorial to promote this idea. This action received warm response and all the clippings satisfied our original expectation.

3. Mayday Carlsberg Chill TVC features
  From Oct, 2007, the news of “Mayday acting Happy Flagman” began its wide spreading. In order to enhance the media coverage and made full use to the news material, we launched another round of media action not only to share behind-the-scene of TVC features but also strengthen the new happy image of Carlsberg Chill via Mayday’s representing. The final effect was coinciding with what we had expected.

4. Allen Chen designed new fashion logo for Carlsberg Chill
  Carlsberg Chill invited well-known designer Mr. Allen Chen to design Chill’s new logo corresponding the new brand slogan. In order to promote Carlsberg Chill’s new logo, SOC-China distributed news and interview features all around the country, and tried best to maximize the awareness of Chill’s new logo. Our messages successfully delivered Chill’s info and taught the young designers how to carry on their creative road.

Parts of Achievement:


Guangzhou Daily-2007-12-4-B3-Entertainment


Yangcheng Evening News-2008-1-7-B20-New Life•Health


New Express-2007-12-27-X2-Fashion


Southern Metropolis Weekly-2008-1-23-B15-Message


Color Weekly-2008-3-6-P27-Color Bar


Skylife-2008-Jan.&Feb.-P50&P51-People


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