Cheers to Carls­berg’s three mar­ket­ing ex­cel­lence awards

The Sun (Malaysia) - - LIFESTYLE -

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.

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