Carlsberg and Sky Sports

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Your Weeknight Reward

OMD Fuse approached Sky Media with a sponsorship brief for Carlsberg, looking at the idea of rewarding yourself with a beer during the week, targeting males aged 18-34. Identifying Sky Sports as the ideal brand and with a wealth of advertising platforms available through Sky Media, the concept of ‘Your Weeknight Reward’ was soon developed. The campaign encouraged men to reward themselves with Sky Sports and a Carlsberg after a busy day at work and proved to be a big success among the target audience.

Campaign Objectives

  • Target males 18-34 for a Carlsberg weeknight reward
  • Build awareness and interest in the Carlsberg brand among the target audience
  • Identify a strong brand or platform that would work in synergy with Carlsberg
  • Keep Carlsberg front of mind with publicans
The Campaign

Making use of Sky Media’s extensive offering, Carlsberg were able to reach their target audience through a range of platforms under the Sky Sports brand. A series of memorable, humorous spot ads were created showing a man and his friends relaxing after work at home with a Carlsberg while watching Sky Sports, with Sky Sports commentators describing the action. From creative agency, Fold 7, 5 ads were made especially for home and shown only on weeknights across the whole Sky Sports roster of channels. Plus, three separate out-of-home ads were created especially for the Sky Sports pub feed and showed friends enjoying Sky Sports and a Carlsberg in their local pub. These entertaining spots (also featured on YouTube and gaining trade press coverage) along with on-pack competitions offering great prizes kept the partnership long in memory.

An online hub was created, with branded mastheads and ads clicking through to the site. The hub contained competitions and access to the Sky Guide, where viewers were encouraged to plan their evening in front of Sky Sports with a Carlsberg. Expanding into print, editorial content and coverage was offered through Sky’s Preview magazine, sent out to the pub and business database. This included competitions and even additional content on the website, plus the partnership was promoted through the magazine’s twitter feed, driving awareness even further with publicans and reinforcing the campaign.

All this was rounded off by the stylish on-pack promotions produced for cases of Carlsberg which celebrated the partnership and pushed competitions. These included the chance to win high-value prizes like Sky Sports subscriptions, HD TVs, iPads and more.

Meeting the Objectives
  • The effect on brand appeal was strong, positively effecting 6 in 10 of those sampled
  • A third claimed that they were aware of the Carlsberg and Sky Sports partnership, with males 18-34 being the most aware
  • A third of all our viewers claimed to have bought either Carlsberg or Carlsberg Export after watching the TV ad
  • 80% claim to have watched Sky Sports during the week

The campaign had a hugely positive impact and showcased a great co-branded partnership, with Sky Media supporting Carlsberg’s brand objectives and creating a campaign with real buzz.

Sky Media are dedicated to delivering innovative campaigns which offer something new for brands and make them stand out from the pack.

If you’d like to discuss advertising solutions with Sky Media and the opportunities available, please contact us here

Channel logo: Sky Sports 1
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