As part of its global rebranding exercise, Carlsberg has launched an OOH campaign running across Clear Channel’s bus shelter media in Singapore, with posters and interactive screens to drive brand awareness.
Recently, static posters carrying thought-provoking questions such as “Your boss asks you to jump” alongside answers “How high?” or “Why” were placed on sites skewed towards retail outlets and youth hangouts.
Part of its new tagline “That calls for a Carlsberg”, four interactive screens have also been placed at selected high traffic locations at Orchard Road, Robinson Road, Stamford Road, and Grange Road.
Each screen is executed through placing a touch screen inside a 6-sheet panel, where questions are asked and the audience has an option to enter personal details to participate in a Carlsberg’s big giveaway.
The first two interactive screens went up on 21 April outside Plaza Singapura and outside Singapore Management University, while the other two is slated to go up in early May. The campaign runs until 1 June.
Anto Setiadi, head of marketing at Carlsberg Singapore said: “It is just the sort of high visibility and attention retaining campaign that we need to get our message across to a captive audience and get them engaged with our new positioning.”
The creative agency for the outdoor campaign was Euro RSCG Singapore, while OMD Singapore was in charge of the media duties.
Carlsberg’s rebranding campaign also runs on print, TV, radio, and digital.