Chill’s Doomsday Campaign – Flash of Genius

Again, I can’t believe that I didn’t know about this file until just now.

Dec 21, 2012 – We knew it all along. Everyone was talking about it. There was even a movie about it. 

No one was actually admit believing it but deep down we somewhat were a bit scared. So Carlsberg came up with this brilliant idea of making fun out of doomsday.

Appeal to the Cool Hunters

They started off with this amazing TVC on “Not allow to be unhappy” because the end is coming – body height doesn’t matter; what are you still afraid of? The whole concept resonanced with whole instant gratification which we celebrate for Gen-Y and younger.

Celebrity Collaboration

This is Asia. Celebrity influence is vital. They collaborated with May Day to talk about a bucket list. May Day is a very popular hip music band from Taiwan with huge following in Greater China. The bucket list sharing is perfect in getting the target audience to have the fun mood. Here’s what their bucket list is, what about mine?

Of course, with integrated media plan to make sure the idea is widespread and plus star stud concerts, especially May Day and events to created a 360 effect.

(Agency: Zenith Optimedia)

I wish I could find more info on their offline events. Hope you can still get the idea with the two videos. 

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