Cheers to Carlsberg’s three marketing excellence awards
CARLSBERG’S Probably the Best Job in the World campaign recently bagged three awards at the fourth annual Marketing Excellence Award 2016 held at Aloft Hotel in Kuala Lumpur.
The event saw the beer maker winning the gold awards for Excellence in Experiential Marketing as well as for Excellence in Customer Engagement, and a silver award for Excellence in Marketing to a Male Audience.
Carlsberg began its ad campaign in June last year with the ‘If Carlsberg did …’ series of ads, which was themed around the idea of what the world would be like, if certain things were as superior as Carlsberg beer.
The campaign consisted of videos on what the world would be like ‘If Carlsberg did fitting rooms …’ or ‘If Carlsberg did meeting rooms …’.
In August of the same year, Carlsberg stepped up its game by offering two lucky customers the job of beer taster for two evenings, as part of its Probably the Best Job in the World campaign.
The multi-channel initiative provided a way for Malaysian drinkers to show off their love for Carlsberg through various social media channels like Facebook, LinkedIn and JobStreet, as well as through print ads and leaflets distributed at selected outlets in the Klang Valley.
After just two short weeks, over 18,000 candidates answered the call for Probably the Best Job in the World.
After a strict vetting process, the list was cut down to 25, and these candidates were then invited to a final job interview at the Carlsberg Malaysia brewery in Shah Alam.
The interviewees were judged by a panel of internal talents. Candidates underwent a range of tests, including a competitive group- based interview, as well as a demonstration of their beer-pouring talents – including beer bottle opening, beer pouring, and customer service skills – to see if they have what it takes to be Carlsberg Beer Tasters.
They were also given a hands-on experience in the finer art of beer tasting, to ensure that those chosen would know what to look for.
In the end, two beer tasters were deemed worthy, earning themselves a RM10,000 cash prize.
Carlsberg Malaysia marketing director Juliet Yap, in commenting on the campaign, said: “It is definitely a play on Carlsberg’s trademark humour and imagination, reflecting well on the brand’s commitment which strives to deliver the finest quality in everything it does since 1847, especially its beer.
“The campaign was very effective in generating a call to action by generating over two million impressions, 11% engagement rate and a 2% increase in Top of Mind Awareness compared to core drinker groups of competitors.”
The Carlsberg Brand Team ... (from left) senior brand executive Daniel Ng, brand manager Koh Kian Mei and Yap, prouding showing off the company’s winning awards.