1. MIXX – Tuborg Sound
CONTACT PERSON
Country: Romania
Name: Elis Iaia
First name: Elis
Function: Senior Strategic Planner
Email: elis@kinecto.to
Mobile: 0400723253403
ADVERTISER
Name / Brand : Tuborg
Logo (300 dpi) :
Key contact Name : Cristina Avram
First name : Cristina
Email : Cristina_Avram@tuborg.ro
Sec. agency (opt.) Graffiti BBDO Romania
ADVERTISING AGENCY
Primary agency name: KINECTO
Address 1: Grigore Mora Str, Bucharest
Address 2
Postal code
Town
VAT
Logo (300 dpi)
Website: www.kinecto.ro
LOCAL AWARDS WON
Award Show name: RoNewMedia 2010
Obtained score: Gold
Category: Best Campaign of the Year
CASE
Name: Tuborg – Your Music on TV
Category: Brand Awareness and Positioning
Case image (300 dpi)
Duration Campaign : 23rd September – 13th October 2010
Case film / slideshow(Embed code)
Media used (Upload a sample jpg): website, banner, social media, email, TV

2. Description / Strategy:
Tuborg needed to further improve the brand association with music amongst its core target: the 18-24
y.o.). To do that we developed a campaign that challenged consumers to change the soundtrack of the
Tuborg TV commercial by voting their favorite band on tuborgsound.ro – THE romanian music portal.
Execution
We asked the young generation to prove its momentum by allowing them to change the current
Tuborg commercial soundtrack (performed by Blur) with their favorite Romanian band and song. To do
that they simply had to show their preference on the tuborgsound.ro, a portal presenting all
Romanian alternative music bands.
Results:
The total online reach of the campaign was 4 mil people, but most important we achieved an
improved brand image: 1st position as brand associated to music; 1st position as young brand.