Case stud — Tuborg ICE

Launching Tuborg ICE with a little more than a product shot

Intro

Tuborg ICE was a new product launch aimed at a young audience.

The challenge was to make it feel bigger than a standard FMCG campaign and create something that could move naturally between social and the real world.

Role
Social Media StrategistCampaign Lead
Services
Social strategyCampaign conceptInfluencer activationOOH integrationSocial creativeCampaign execution
Channels
SocialOOHInfluencerUGC

The challenge

Attention wasn't enough. The campaign needed a moment people could actually participate in.

The idea

The iciest summer: one idea carried across OOH, influencers and social instead of three separate executions.

The handle

#otopime gave the audience an easy way to join in and make the campaign bigger than the paid content.
The work
The challenge

Attention wasn't really enough.

We needed attention, but attention wasn’t really enough. The campaign needed to create a moment around the product and give people something they could actually participate in.

So instead of treating OOH, influencers and social as separate executions, we built them around the same idea.

The idea
“

The iciest summer.

The campaign used a strong visual world around Tuborg ICE, with the influencer drop creating the initial spike and OOH extending the idea into the physical world.

The #otopime hashtag gave the audience an easy way to join in and turn the campaign into something bigger than the original paid content.

From OOH to social

We made the billboard part of the social conversation.

The interesting part wasn’t simply putting the campaign on billboards.

It was making the billboard part of the social conversation, so the two channels pushed people toward each other rather than existing independently.

Results
48 hours
Massive spike in brand mentions after the synchronized influencer drop
#otopime
Trended locally and generated thousands of UGC posts
3×
Billboard-to-social interaction vs projected benchmark

The campaign was also recognised for its integration of OOH and digital.