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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 Bus Shelter Project

Background

Since 2008, Carlsberg Chill Happy Shelter has made spectacular achievements for its fresh and considerate ideas in marketing and advertising. In 2011, we drew on our previous successful experience and combined the" Happy Bus Shelter Project" with Weibo operation, forming an online and off-line mixup communication strategy. While at the same time, we developed a full range of PR plan and promotion strategy, further enhancing the brand awareness, reputation and corporate social responsibility of Chill, which has profoundly conveyed the brand connotation of “Stand up for fun”.

 

Our Challenges

1. Made thorough preparation for the event, including the proposal design and press release writing, fully communicating with the media ranging in 5 cities.

2. The “Happiness Index Test” fulfilled a great success in 2008, while in this year; we need to scout for some new and creative news angle to attract the attention from consumers and media.

3. The combination of the on-site activities at the bus shelters and Weibo online activities needs a large amount of data processing. Moreover, it is of great significance for us to display the on-site data at bus shelters as well as the comments from the Weibo fans promptly.

4  There were about 70 print media, TV media, radio media, and Internet media have been involved in this event, different types of media have different requirements in news angle, which needs us have a more careful preparation and better communication skills.

5. The event is with great importance, covering a large scale of media, however, during this event, news of YaoMing’s retirement along with the 7.23 high-railway incident distracts lots of attention from media, and our media resources are limited.

 

Our efforts

1. Well managed the event process, ensure every “Happiness Index Test” in each city can be completed smoothly and orderly, especially the combination of the on-site activities and the Weibo operation, as well as the data collection and display.

2. Compile press release from different news angles in line with the requirement of different sections of the print media, such as the people livelihood section, the fashion section, the food section, and the IT section, for obtaining the maximum exposure.

3. The “Happiness Index Test” at happy bus shelters has become the focus again in all big cities, and enjoys great coverage among the local media in Beijing, Kunming, Xi’an, Shenzhen and Zhengzhou. Under such a strict media environment, nearly 70% print media has still reported the brand name, assuring a high exposure of Chill.

 

Coverage and Advertising Value
1.  The 1st round event in Guangzhou was completed in April, which caused a giant public response. We then started the events in other 5 big cities, among 90 target print media, 58 of which has reported our news, the distributing rate has reached 65%.

1.     The total circulation of print media is 19,575000, which covered 47,803,000 readers, and fulfilled an advertising value over RMB 1,091,568.00.

2.     Up to 5th Sep, 2011, 461 websites has reprinted our news.

 

 

Our achievements

2011-04-15Southern Metropolis Daily-Guangzhou Reader- Community Section- All2

2011-07-21-Beijing Evening News -3

 

2011-07-21-Spring City Evening News -A2

 

2011-07-21-Daily Sunshine-A22

 

2011-07-21-Chinese Business-A13

 

2011-07-21-Dahe Daily- C01-

 

People voted for the event by their cell phone in front of the happy bus shelter in Beijing.