Say "Carlsberg" Win Beer
- Brand
- Carlsberg
- Year
- 2022
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- HapSai
Objective
Carlsberg's name was barely known in Vietnam and notoriously hard for Vietnamese speakers to pronounce — a real obstacle heading into the launch of Danish Pilsner. Rather than smooth over the tongue-twister, the brand built the campaign around it, turning correct pronunciation into the reward mechanic itself to drive brand recall and get the new product into people's hands.
Solution
The challenge shows up on a city billboard, in social videos, YouTube pre-rolls and Spotify ads, all carrying the phonetic cue "/Car-z-berg/" and a dare to say it out loud. At the interactive billboard in Ho Chi Minh City, a mounted tap listens through a mic, and a correct pronunciation gets it pouring a cold beer on the spot. Anyone not standing at the billboard can do the same thing from their phone: open the one-page carlsberg.com.vn/vn site, speak the name into the microphone, and the same voice-recognition system judges the attempt. Nail it, and the site hands over a redemption code for a free can of Carlsberg Danish Pilsner, ready to claim at any Circle K.
- 1
Activation videos, city billboards, YouTube pre-roll, and Spotify audio ads in Ho Chi Minh City send players to the microsite carlsberg.com.vn/vn, where anyone in Vietnam can try to pronounce the brand's hard-to-say Danish name for a free beer.
- 2
The microsite displays a phonetic pronunciation guide for the name, rendered for Vietnamese speakers as /Car-z-berg/.
- 3
The player taps to start and speaks the name aloud into the phone's microphone, right on the site.
- 4
An AI voice model, trained on hundreds of prior attempts at the name, judges the recording and returns a correct or incorrect verdict.
- 5
A correct pronunciation earns a redemption code for a free can of Carlsberg Danish Pilsner, which the player exchanges for the beer at Circle K stores.
- 6
The same challenge also runs offline: players approach a beer-board billboard in Ho Chi Minh City that displays the phonetic spelling and houses a voice-activated beer tap.
- 7
Speaking the name correctly into the billboard's microphone triggers the same AI judge, and on a correct verdict the tap pours a free cold beer on the spot.
