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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 Euro 08 MOTM event full story reveal PR promotion (July, 2008)

Project background: 
 After UEFA EURO 2008 final, the surprising action that Chinese football fan wearing a T-shirt with big slogan "Cheer up Sichuan" (represented by "the T-shirt"printed on to awarded Torres attracted millions of people. However, behind this inspiring action, there was a complicated story. Although the idea of wearing slogan T-shirt got positive support from Carlsberg Denmark headquarter, it still needed to be approved by UEFA, this would spent Carlsberg organization committee much time and caused delitescent trouble. The article revealed the well-planed process behind Carlsberg's patriotic action in UEFA EURO 2008 final.

Our Challenge:
1. How to deepen Carlsberg's effort in audient's mind via letting them realize the behind-curtain story of how the T-shirt appeared in EURO 2008 final.
2. Uncovered this event deeper in acting process to strengthen Carlsberg's brand awareness and reputation in target customer, especially in sports fans.
3. As UEFA EURO 2008 has already closed, publishing article like this on sports pages brought us more difficulties.

Our Efforts:
1. After long discussion and creativity, we decided to used the word "real" in the news headline to attract audience's interests and avoid audience's reading repetition on this event.
2. The article was planed to be put on sports news pages. Through our positive and continuous communication with medium, most of their layouts reached our expectation.
3. Although the mission time was limited and medium sports pages were lack in spaces, we achieved the goal of publishing the article on all of our target medium.

Our Achievement (Media Clipping):


City Times-2008-7-9-05-Football.jpg


Guangzhou Daily-2008-7-17-23-Information.jpg


New Express-2008-7-21-Style.jpg


Panyu Daily-2008-7-14-4-Sports.jpg


Sina.com-2008-7-8-Sports.jpg


Soccer News-2008-7-10-P19-Football.jpg


Spring City Evening-2008-7-9-B19-Sports.jpg