Context & Challenge:
Within a very cluttered category and with the pandemic situation still affecting businesses world wide, Tuborg's challenge was to stand out, communicate to their target audience and use the momentum to generate both new consumers and at the same time boost sales.
We can also see that consumer behavior has changed drastically and traditional media can't have the same efficiency as users are rapidly migrating to digital platforms.
- Increase digital brand awareness for Tuborg Romania.
- Reach the younger audience who is migrating to digital and is to expensive to reach with traditional media (TV / Radio / OOH).
- Generate sales by engaging with our core audience so they can buy Tuborg and enter the campaign.
Every time you buy a Tuborg product you have a chance to win one of the prizes by simply entering the competition.
Starting from our objectives we build an integrated media approach with digital having a clear mission: reach a younger audience who is rapidly migrating towards digital channels. The campaign also had other media touchpoints, such as TV, Radio, OOH, with digital having the most important role in the strategy.