In 2017, aimed to marvel the crowd with its innovative sampling concept, the execution featured the first-in-market countdown beer dispenser along the buzzling streets of Somerset. The custom built 2.2m tall dispenser had a digital countdown timer that brewed anticipation among the public and urged them to countdown with Carlsberg to the “smoothest hour”, enjoying “a can of the premium delight” as the dispenser opens up at 1pm and 6.30pm respectively.

Riding on the success of 2017, they decided to implement a similar execution for the 2018 launch of Carlsberg Smooth Draught that comes with a “POP” cap, a new product packaging.

In the ever evolving out-of-home (OOH) advertising space, innovative formats deepen consumer engagement. You would expect samplings at event activation, in a mall or supermarkets. The idea was taken out of the shops and brought out-of-home (OOH). The anticipation of a countdown and surprise in return lend a memorable experience with the brand in creating a lasting impact.

Timing was an important factor, so the samples were dispensed at strategic timings where the brand's target audience were up and about.

The outcome was an innovative first-in-market concept. Challenging the norm of ‘sampling’, we had built it around the idea of suspense, drawing commuters’ interest on what was to be revealed. We leveraged technology meaningfully to deliver contextual messaging that will drive interest to try the new product.