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Global

Location
Singapore

Service
Design

Tag
Food & Drink

Carlsberg Smooth Draught

Refreshment needed

What was the challenge?

Singapore's Millennial and Gen Z consumers needed more.

Like all global brands, Carlsberg is committed to enhancing local brand and product relevance, but doing so for Singapore’s Millennial and Gen Z consumers demanded a bold reimagining of brand expression. Brand-savvy and trend-seeking, these digital native consumers demanded not only novelty but authenticity and meaning. It was a real challenge for Carlsberg, It had become seen as a beer for mature drinkers while younger drinkers were opting for youth-focused offerings such as Heineken Silver and Tiger Crystal. We had the opportunity to turn things around at the ultra-trendy Gastrobeat’s event.

What was our thinking?

We needed to show Millennials and Gen Z drinkers that we're on the same playing field.

So, we decided to bring Carlsberg Smooth Draught’s existing “Make it Smooth” campaign to life, within an integrated event space at Singapore’s Gastrobeats event.

As the island’s premiere, urban lifestyle mash-up of food, music and entertainment: event participation would position Carlsberg alongside heavy-hitter brands for a young audience of 400,000.

What did we do?

Translating the campaign idea into a truly surprising, share-worthy on-site activation resulted in a truly outstanding activation, where guests were immersed in a multisensorial journey.

Guests began their interactive experience in the Smooth Draught Hall surrounded by mirrored walls and ambient floating bubbles, representing a microscopic Universe of Smoothness.

The Smooth Ball Bath provided the perfect opportunity to dive into Carlsberg Smooth Draught. This fun-filled space gave visitors the chance to enjoy the feeling of effervescent floating.

The raised Hop Leaf platform offered VIP guests a unique vantage point of the festival. The best view of Gastrobeats? Probably.

There were also Vibrant Bar Points to sample the product and connect with social influencers and other guests, as well as opportunities to pick up merchandise. The consumer journey was carefully mapped to fulfil the brand purpose of “moving us all to better”.

What did we achieve?

This memorable first in Carlsberg Singapore’s history – the debut of a consumer-facing “Inside the beer” experience – more than doubled social engagement and drove a huge increase in followers.

Sampling reach: Over 20k
PR & Social reach: Over 13m
+70% of those surveyed ranked it best on-ground experience
+80% beer sales

What did our client think?

“1HQ’s Singapore and UK teams were fully involved from creative ideation to on-site execution: from overall creative direction, to personally overseeing bespoke fittings and fixtures that would enhance the Smooth Draught experience. The final brand experience succeeded in shifting the dial on brand and product perceptions and audience engagement: exceeding target consumers’ appetite for novelty, authenticity, co-creation and share-ability.”

Venus Chew
Senior Manager, Brand Marketing