360 Partnership Activation, Carlsberg

Having an opportunity to attend International Sport Convention (ISC) in Geneva was beyond my career expectation in two years ago when I was about to start. As a public relation consultant who grow up to claim the title sport consultant, I am striving to learn rapidly so I can manage to work as it was seen in my soon to be business card.

The conference as I imagined, packed by sport professional from all around Europe as well as other countries outside it. Claimed as the biggest sport business conference, ISC was held in two days in Palexpo Geneva. Consisted of 18 different conferences and one exhibition from all across sport sectors (performance, technology, business, education, equipment). Myself only participated in sport sponsorship conference, because I thought it will be better to focus on one particular issue that took a whole day.

We had sort of interesting speakers list with various perspective of partnership marketing concept. Indeed all of them come from marketing background, and below the list of them :

• Verity Nicholas – Chief Corporate Partnership UNICEF Private Fundraising and Partnerships
• Michael Thompson – Marketing Director, Carlsberg
• Gunnarson – Director, Vert Marketing
• Kimon Stefos – Head Marketing Partnerships South-East Europe
• Bjon Waspe – Global Head ofSponsorship, UBS
• Gregory Renand – Global Head of Sponsorship, Zurich Insurance
• Mette Stannow – European Go to Market Leader. Software Group IBM Corporation
• Sebastian Chiappero – Managing Partner, Sponsorize
• Yan Lefort – Global Department Manager Partnerships and Sponsorship, IWC Schaffhausen

I can’t tell you all of the stories that they have told me, which were unique on their own way based on their own objective. But I could tell you one of it, which is Carlsberg campaign that was called ‘The Premier Feeling’ and entitled by social media campaign #JoinTheRide. The Copenhagen based brewery has allied itself to football since many years ago. Partnered up with Liverpool FC and UEFA league, has brought Carlsberg into the forefront of football fans. Succeed to maintain its engagement to football club, Carlsberg continue to expand its market. Now they seek to target Asian market and they have realized that recently, Premier League becomes the core of Asian football fans’ excitement.

Taking the consumer insight into account, Carlsberg develop their 360 marketing toolkit based on what they feel and experience upon the game. Along the season of Premier League, people quest to the tension and excitement from the competition as the heart of sport’s ethos. That brings Carlsberg initiate the roller coaster idea to their campaign. With the thematic activation, they leverage their asset and touch almost every single communication platform. By having consistent message, they use the strategy wisely on ; On and off trade, TVC, Public Relation, Merchandising, Imagery and Footage, Hospitality.

That Premier Feeling TVC, Courtesy of Youtube

All of their communication strategy was intended to serve the purpose of engaging football fans globally. I reckoned exactly what Thompson said that their campaign was not about the game, but all about the fans. Hence, it relates to the argument that was told by Sebastian afterward, “You have to define your campaign objective first, whether you want to targeting the consumer experience or emotion, or to gain direct selling for your product” and for brewery producer like Carlsberg, their brand relevance is lied upon the fans of football. They do not sell the sport good or equipment that could be worn by the players, and I never seen player who drink when he tried to make a score on pitch. Carlsberg sharply touch the football fans culture, who used to watch football communally in pub. And where else you can find tank of beer if it is not in a pub?

See also one of their viral witty campaign, one of their partnership activation with Premier League.

Put Your Friend to The Test, Courtesy of Youtube