案例库 · 广告与公关 · 市场决策 · 2015
这条还没译成中文，下面是英文原文。
Carlsberg built a poster that poured real beer; the world noticed in a day
Fold7 embedded a Carlsberg tap in a Shoreditch poster so the ad served the product; queues formed from midday and coverage ran from The Sun to TIME.
Carlsberg
那一手
Carlsberg's long-running 'If Carlsberg did…' platform set an impossibly high bar, so the brand had to deliver an experience that matched the joke.
Fold7 built the world's first beer-serving poster at The Truman Brewery in Shoreditch: a tap and stack of glasses embedded in the panel, free Carlsberg for one day. Early-summer sun turned it into a queue that lasted from midday to evening.
Coverage ran from The Sun, Mirror, Metro, The Telegraph and The Guardian to Time Out, The LAD Bible and TIME, and the campaign won an Epica Award in Outdoor.
为什么管用
- The medium delivered the promise, so the claim was proven rather than asserted.
- Free beer plus sunshine created a crowd, and a crowd is the most persuasive advertising there is.
- Every pour was an event worth filming, converting a one-day stunt into global earned media.
可以搬走什么
When your brand line is a boast, the strongest proof is experience: let the audience verify the claim themselves, and the resulting crowd and coverage do the advertising.
后来呢
The poster became one of the most-loved out-of-home stunts in beer marketing and folded back into the 'If Carlsberg did' series as a benchmark for product-as-media work.
资料来源
- Carlsberg Advertising Campaign: Probably The Best Poster In The World
- Carlsberg Best Poster in the World — campaign details
- Fold7 'Probably The Best Poster In The World' — Epica Awards 2015
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