carlsberg & kinepolis
DESCRIPTION
A presentation by Tagora on Carlsberg & Kinepolis during Marketing Day 2010.TRANSCRIPT
Carlsberg & Kinepolis proudly present
The Saving ActionSeptember – December 2009
Marketing Day 23.03.2010
Speakers
Igor Nowe
Advertiser CARLSBERGTom Van Hoof
Agency TAGORA
Carlsberg is …
market leader premium beers65% S.O.M.
75 % # horeca distribution
most sold premiumbeer98% beerdrinkers know Carlsberg
“2nd best beer” say younger consumers
Strategic partners
Probably the …
... best beer
... best bottle
... most cosmopolitan
Premium brandATL
Premium brandBTL
Premium brand
Digital
Activation
The saving action
Carlsberg Kinepolis
perfect outlets
experience
indulgence
premium quality
Objectives campaign
loyalty
sales activation
interaction community
rich data base building
The action
Stop motion
How to ?
Push to buy
Consumption obliged : code in the bottle !
via www.carlsberg.be
Action site
Community trigger
Online saving card
VIP Contest
POP communication
CineBumper
eMailings
Activation
Social
Strengths
Capitalise on values rewarding and valorising proposition
Communication channels²
Automation & interaction
EnjoyBook a seatGet eTicketFull card
Results
Engagement resellersSitevisits
> 120.000eTickets
> 25.000Increased consumption
positive growth in declining market
NO discounting on premium price-settingDatabase building
30.000 opt-ins
Thanks for your attention
Thanks for your attention.
Q&A > Igor Nowe / Tom Van Hoof