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Carlsberg – Probably The Best Use Of Your Tube Card Today

Brand-building ideas don’t always need brand-building budgets.

As Londoners faced yet another disruptive 24-hour tube strike we asked, “what if Carlsberg found another use for Oyster cards?”. Our response was to create a very short film showing a London Underground Oyster card being used as a bottle opener. Quick thinking and streamlined working processes saw the idea generated, written, shot, edited and posted on the morning of the strike. We shared the irreverently titled ‘#ProbablyTheBest use of your tube card today’ film across Carlsberg’s owned channels: Vine, Facebook and Twitter.

How our small idea made a big impact.

Over 6 million Londoners laughed in the face of industrial strike action. We made the Daily Mail’s homepage and captured The Telegraph’s imagination. The content delivered a 31.5% engagement rate on Twitter, (versus industry average of 2-5%). We generated over £120,000 in PR value for very little production cost. The work was recognised in the Marketing Agencies Association’s (MAA) 2016 #DoDifferent awards for best ‘Opportunist Marketing’.

This campaign formed part of the Carlsberg ‘Newsroom’, the world’s most awarded social marketing initiative in both 2015 and 2016.

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| WINNER 2016 - Opportunistic Marketing