The Most Refreshing Billboard In The World

  • Pat Cassidy (PML Group), Orlagh Keane (Source out of home), Hannah Todd
    (Diageo), Alice Sheehan (Carat), Nicole Carragher (Design+)

Danish brewer Carlsberg celebrated the launch of its new non-alcoholic beer, Carlsberg 0.0, by serving up a dispensing billboard in the heart of Dublin city.

The dispenser special ran for a limited period of time on launch day, Friday 6th December, and was emblazoned with the slogan “The Most Refreshing Billboard in the World? Probably.” The 48 Sheet special allowed passers- by to enjoy a free can of Carlsberg 0.0, dispensed by pushing the blue button on the billboard.

A Dynamic campaign supported the activity with digital screens across the city counting down to Friday. Leveraging our Liveposter platform the countdown trigger was accompanied by the hashtag #FridayTheDanishWay, with the new non-alcoholic beer inspired by the Danish values of balance, socialisation and zero compromise on taste or quality. This hashtag was used throughout all PR activities  and encouraged passers-by to share their experiences on social media.

On launch day, Dynamic copy switched to direct people to Macken street where the billboard was situated.

Orlagh Keane, Senior Account Manager in Source out of home; “We are delighted to aid the successful launch of Carlsberg 0.0 in the Irish market by bringing the brand to as many people as possible through the dispensing special. Over the course of the day, a whopping 250 samples were dispensed, placing the brand straight into the audience’s hand. Using Dynamic triggers to complement and aid the execution of the launch allowed Carlsberg to build a cohesive OOH campaign as part of its wider launch activity. “