Launching Carlsberg Asia’s regional e-commerce campaign in collaboration with Grab, foodpanda and Meituan to promote responsible drinking through creative storytelling.
Challenge
Differentiating a responsible drinking campaign to ensure the brand stands out among peers in a fiercely competitive market by fostering a positive brand image, building consumer trust, and showcasing that Carlsberg is leading the way in promoting a culture of responsible consumption. Create campaign assets that drive impact by leveraging innovative messaging and strategic partnerships.
Approach
Developed a compelling narrative and storytelling framework, establishing clear communication guidelines to ensure consistent message delivery across markets. Created unique and impactful key visuals and assets for each e-commerce partner, meticulously crafted for effortless integration and customisation to perfectly complement local market initiatives.
Outcomes
- Achieved 100% key message penetration across all channels, earned and owned.
- Crafted compelling communication content to deliver a powerful and impactful narrative across eight markets.
- Maximised campaign launch announcement reach through coverage secured in top APAC media titles across business, technology, F&B, marketing and retail trade beats.
