The Carlsberg ad campaign has always been extremely entertaining and memorable. It’s what Russell Davies describes as generous or rich, as opposed to simply being the “big” idea of which ad men are so fond. In 2004, this was successfully adapted to a very nice “french disqualified” viral email idea (if you know me you’ll know how much it hurts to say the ‘v’ word). The latest incarnation, spotted on Flickr by Leo Ryan at RMM is a sort of piece of viral activity started offline which travel online. A bit like the Microsoft Vanishing Point game but a lot more subtle and with not all the discussion activity necessarily online, Carlsberg appear to be hoping the £10 will do more than just go into someone’s pocket – it will make it into public discourse. I’d love to know what happens, and clearly it’s all inlne with the rest of the advertising.
Yet, while the advertising idea here is big, rich, deep, generous, memorable, famous and all that, does it motivate you to buy the product?
One follow up on Flickr says a great deal
If it only cost them fifty grand (which is a snip for advertising) then potentially the five thousand people who discover one of these on a friday night will tell all their mates. Still wouldn’t make me drink Carlsberg though…
Having said that. Perhaps it only cost them £10 and they got lucky!