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.
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
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:
Yangcheng Evening News-2008-1-7-B20－New Life•Health
Southern Metropolis Weekly-2008-1-23－B15-Message
Color Weekly-2008-3-6-P27-Color Bar