Cannes Lions

Tuborg Beer Lottery

WIBROE DUCKERT & PARTNERS, Copenhagen / TUBORG / 2017

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Case Film
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Overview

Entries

Credits

Overview

Description

Tuborg Beer lottery is a product centric idea, that was designed to activate the consumer through, and around the product. By making a nationwide lottery with real cash prizes, participating consumes had to stay very aware of the different variants, in order to check if they had won.

Execution

Tuborg is the beer with the best distribution in Denmark. 16 million* beers with codes were distributed all over the country supported by online, POS and heavy bursts of nation wide tv. Unique 2 minute films of the actual Beer lottery draw were aired once each, on primetime tv friday night for 4 weeks.

*Total Danish population is 5,7 million people.

Outcome

Tuborg Beer lottery increased the volume sales of Tuborg 6 pack by 45% and 62% measured by value across the 4 main brands.

Sales increase by value: Tuborg Gold 300%, Tuborg Classic 60% and the flagship brand Tuborg Green increased sales by 37% from an already market leader position.

Total revenue on the four brands increased by 43% during the campaign.

+684.500 user interactions*.

Ad recognition +57,5%. Branding +17%

Engagement +42,7% above benchmark.

Creative Power Index 162 **

*Total Danish population is 5,7 million people.

**Millward Brown

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