Tuborg - Live Unleashed
The target audience is people from 18 to 30 years. The campaign is linked to music and also to adventure. It offers the customers the possibility to win once-in-a-lifetime prizes such as visiting one of the seven wonders, a flight in a jet, a VIP pass to concerts or other musical events like festivals.
All the graphics from the campaign show the public all the things that they could win by drinking Tuborg.
How do they enter the competition? At the reverse of the six-pack packaging there will be a code that the consumers will have to enter at the Tuborg website. They will have to fill in a participation form with the option to subscribe to newsletters. This will help the company to collect consumer data for further promotions, offers, etc. The campaign will raise the customer´s loyalty and it will reach new markets by increasing the brand´s recognition.
The campaign includes posters (magazines, billboards, bus-stops), limited edition bottles, packaging, promotional material, and story boards for TV adverts.