NETWORKED MEDIA<br />Alex Moore <br />Carolina Torres<br />
OBJECTIVE<br />To boost Carlsberg’s awareness as a fun, popular brand.<br />
TACTIC<br />Target men who enjoy nights out with mates.<br />
INSIGHT<br />‘Men! When you fancy a night out with the lads, first you need to get rid of the missus’.<br />
STRATEGY<br />Help them to generate a nice excuse ready for their ladies.<br />
IDEA<br />Carlsberg don’t make excuses.<br />If we did, they would probably be the best excuses in the world.<br />
CARLSBERG <br />DON’T MAKE <br />EXCUSES<br />EXECUTION<br />Print<br />Probably the best lager in the world<br />
CARLSBERG DON’T MAKE EXCUSES<br />EXECUTION<br />Print<br />Probably the best lager in the world<br />
CARLSBERG <br />DON’T MAKE <br />EXCUSES<br />Probably the best lager in the world<br />
CARLSBERG <br />DON’T MAKE <br />EXCUSES<br />Probably the best lager in the world<br />
CARLSBERG <br />DON’T MAKE <br />EXCUSES<br />Probably the best lager in the world<br />
CARLSBERG <br />DON’T MAKE <br />EXCUSES<br />Probably the best lager in the world<br />
EXECUTION<br />Print<br /> * The best excuses published on FB will be printed on the beer labelsand mats.<br />
EXECUTION<br />Print<br />*For commuter journeys (bus, tube, daily newspapers – paid and free)<br />*For late night transp...
EXECUTION<br />Ambient. Make your excuse become real <br />Using the best excuses, fake set for alibi photo (office, confe...
EXECUTION<br />Online<br />* Wherewereyoulastnight.com<br />* Alibi.com<br />
EXECUTION<br />Apps<br />* Excuse Generator<br />Who/where/when/weather<br />* Her Night Out<br />
EXECUTION<br />Facebook<br />‘What the best/worst/craziest excuse you’ve ever used?’.<br />
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Networkmedi acarlsberg

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Networkmedi acarlsberg

  1. 1. NETWORKED MEDIA<br />Alex Moore <br />Carolina Torres<br />
  2. 2. OBJECTIVE<br />To boost Carlsberg’s awareness as a fun, popular brand.<br />
  3. 3. TACTIC<br />Target men who enjoy nights out with mates.<br />
  4. 4. INSIGHT<br />‘Men! When you fancy a night out with the lads, first you need to get rid of the missus’.<br />
  5. 5. STRATEGY<br />Help them to generate a nice excuse ready for their ladies.<br />
  6. 6. IDEA<br />Carlsberg don’t make excuses.<br />If we did, they would probably be the best excuses in the world.<br />
  7. 7.
  8. 8. CARLSBERG <br />DON’T MAKE <br />EXCUSES<br />EXECUTION<br />Print<br />Probably the best lager in the world<br />
  9. 9. CARLSBERG DON’T MAKE EXCUSES<br />EXECUTION<br />Print<br />Probably the best lager in the world<br />
  10. 10. CARLSBERG <br />DON’T MAKE <br />EXCUSES<br />Probably the best lager in the world<br />
  11. 11. CARLSBERG <br />DON’T MAKE <br />EXCUSES<br />Probably the best lager in the world<br />
  12. 12. CARLSBERG <br />DON’T MAKE <br />EXCUSES<br />Probably the best lager in the world<br />
  13. 13. CARLSBERG <br />DON’T MAKE <br />EXCUSES<br />Probably the best lager in the world<br />
  14. 14. EXECUTION<br />Print<br /> * The best excuses published on FB will be printed on the beer labelsand mats.<br />
  15. 15. EXECUTION<br />Print<br />*For commuter journeys (bus, tube, daily newspapers – paid and free)<br />*For late night transport (night buses, taxis)<br />
  16. 16. EXECUTION<br />Ambient. Make your excuse become real <br />Using the best excuses, fake set for alibi photo (office, conference, library scenes) positioned outside lively nightspots.<br />
  17. 17. EXECUTION<br />Online<br />* Wherewereyoulastnight.com<br />* Alibi.com<br />
  18. 18. EXECUTION<br />Apps<br />* Excuse Generator<br />Who/where/when/weather<br />* Her Night Out<br />
  19. 19. EXECUTION<br />Facebook<br />‘What the best/worst/craziest excuse you’ve ever used?’.<br />

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