Carlsberg & Kinepolis

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A presentation by Tagora on Carlsberg & Kinepolis during Marketing Day 2010.

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Carlsberg & Kinepolis

  1. 1. Carlsberg & KinepolisproudlypresentThe Saving ActionSeptember – December 2009<br />Marketing Day 23.03.2010<br />
  2. 2. Speakers<br />Igor Nowe<br />Advertiser CARLSBERG<br />Tom Van Hoof<br />Agency TAGORA<br />
  3. 3. Carlsberg is …<br /><ul><li>market leader premium beers</li></ul>65% S.O.M. <br />75 % # horeca distribution<br /><ul><li>most sold premiumbeer</li></ul>98% beerdrinkers know Carlsberg<br />“2nd best beer” say younger consumers<br />
  4. 4. Strategicpartners<br />
  5. 5. Probably the …<br />... best beer<br />... best bottle<br />... most cosmopolitan<br />
  6. 6. Premium brand<br />ATL<br />
  7. 7. Premium brand<br />BTL<br />
  8. 8. Premium brand<br />Digital<br />Activation<br />
  9. 9. The saving action<br />
  10. 10. Carlsberg Kinepolis<br />perfect outlets<br />experience<br />indulgence<br />premium quality<br />
  11. 11. Objectives campaign<br />loyalty<br />sales activation<br />interaction  community<br />rich data base building<br />
  12. 12. The action<br />Stop motion<br />How to ?<br />
  13. 13. Push to buy<br /> Consumption obliged : code in the bottle !<br />
  14. 14. via www.carlsberg.be<br />
  15. 15. Action site<br />
  16. 16. Community trigger<br />
  17. 17. Online saving card<br />
  18. 18. VIP Contest<br />
  19. 19. POP communication<br />
  20. 20. CineBumper<br />
  21. 21. eMailings<br />
  22. 22. Activation<br />
  23. 23. Social<br />
  24. 24. Strengths <br /><ul><li>Capitalise on values</li></ul> rewarding and valorising proposition<br /><ul><li>Communication channels²
  25. 25. Automation & interaction</li></ul>Enjoy<br />Book a seat<br />GeteTicket<br />Full card<br />
  26. 26. Results<br /><ul><li>Engagement resellers
  27. 27. Sitevisits</li></ul> > 120.000<br /><ul><li>eTickets </li></ul> > 25.000<br /><ul><li>Increased consumption </li></ul> positive growth in declining market<br /> NO discounting on premium price-setting<br /><ul><li>Database building</li></ul> 30.000 opt-ins<br />
  28. 28.
  29. 29. Thanks for your attention<br />Thanks for your attention. <br />Q&A > Igor Nowe / Tom Van Hoof<br />

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