Carlsberg launches through-the-line CNY campaign to welcome the Year of the Dragon.
Carlsberg Singapore has launched a brand new through-the-line Chinese New Year (CNY) campaign to ensure that good fortune flows continuously for the Year of the Dragon.
Themed ‘Fortune Flows with Carlsberg’, the campaign launched on 1 December 2011 as part of the festive celebrations and has slowly segued into a CNY-themed one throughout the course of December 2011. It spans television, radio, print advertisements, digital platforms and out-of- home mediums – all of which centre around Carlsberg’s wishes for good fortune for the New Year. Taking celebrations up several notches, Carlsberg is also giving away a BMW 3-series convertible to a lucky winner to zoom through the Year of the Dragon.
The key visual of the campaign features an eye-catching water dragon circling its way around a Carlsberg can or bottle amidst an auspicious red background. Print advertisements are appearing in key national dailies and a special CNY Facebook application, launched on 5 January 2012, has been developed for fans of the Carlsberg Facebook page (www.facebook.com/Carlsberg.Singapore). The campaign is further supported by a new television commercial, which shows how people garner the courage to step up to do the right thing during this festive season. The light-hearted commercial reflects a few scenarios, for instance, how a guy plucked up his courage to bring his Caucasian girlfriend home to meet his family.
To ensure the Year of the Dragon starts on a roaring note, a series of roadshows, featuring the world renowned Lion Dance Troupe from the Cheng Jing Hui Dragon and Lion Dance Association, will be launched throughout the island. As Carlsberg has always been a festive companion during CNY celebrations, the premium beer has also launched island-wide promotions that will give consumers the opportunity to win exclusive Carlsberg Prosperity Glass Sets, Carlsberg Crystal Dragons, instant cash as well as the coveted convertible.