CASE STUDY: Festival Association Increases Awareness for Turborg

Provided by Bigger
We created a mini-town experience for Carlsberg within key UK festivals; Wireless, Hard Rock Calling, Reading and Bestival.

What was the Challenge / Background of the Campaign?

The challenge was to create an eye catching and engaging experience at four major UK festivals where Tuborg have the exclusive pouring rights. Tuborg's aim was to raise brand association within music and festivals and ensuring a positive association between their target audience and brand. Bigger, an event management, entertainment and experiential agency were tasked with creating and executing an exciting and engaging campaign.

What was the Campaign Objective?

-Make Tuborg the lager of choice and further increase its association with music and festivals. -Ensure the experience engages with the audience using various forms of entertainment. -Create a mini village/town feel to the activation so people felt part of a club and therefore would stay and engage in the activation for as long as possible, building positive association with Tuborg.

What was the Solution?

Bigger created Tuborg Town, an area within the festival where people are able to relax and have fun. With its very own Mayor, Tuborg Town entertained festival goers with various entertainment: a unique tattoo parlor, customization stations for your clothes, live DJs, competitions to win side of stage tickets and a fully stocked Tuborg Bar! It was truly the talk of the town as people tweeted about the town using #tuborgtown.

What were the Results?

-Tuborg Town was at capacity during its opening hours at all festivals. People tweeted about the activation using the official hashtag #tuborgtown with 100% positive feedback. -The music our DJs played went down tremendously, the games organised by our mayor were well received and plenty of Tuborg was bought.

What were the Key Learnings of this Campaign?

We created a campaign that drove footfall and engagement using a fun activation concept within several key UK festivals. Essentially we did something different by creating a mini town that people wanted to be part of and felt welcome into. Here is some feedback from the client: 'It was exciting working with an agency that was prepared to invest their time and effort creating an experience for us like nothing we had really done before.' Lynley Fourie, Customer Marketing Manager, Carlsberg UK.

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BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250k18-35 year olds at major UK festivals, Summer 2012
16 - 24
25 - 34
35 - 44
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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