Say "Carlsberg" Win Beer

Objective

Carlsberg marked its 175th anniversary by addressing a unique market challenge in Vietnam: the Vietnamese pronunciation of the brand name is notoriously difficult. The campaign aimed to turn this linguistic barrier into an opportunity to increase brand recognition and drive product trial by rewarding consumers who successfully pronounced the brand name.

Solution

The campaign featured an AI-powered interactive installation and microsite at carlsberg.com.vn/vn. The core mechanic was a voice-recognition system developed with BLISS Maker Studios that validated pronunciation accuracy. On-ground activations included interactive billboards in Ho Chi Minh City equipped with voice-activated taps that dispensed free beer when customers correctly pronounced 'Carlsberg.' The campaign was amplified through social video content, YouTube pre-roll ads, and Spotify audio ads, all driving users to attempt the pronunciation challenge on the microsite.

Results

Not published.