Carlsberg has launched a new campaign in Vietnam via Happiness Saigon, that plays on the beer not being “the easiest name to pronounce.”
“Working on Carlsberg for all these years, our team realized something…it is SO difficult to pronounce,” said Hoàng Vũ Hải – Carlsberg Brand Manager.
“So difficult in fact, we want to reward anyone who can pull it off with a complimentary beer. We think it’s a fun and smart way to increase brand recognition and product trial, especially for the launch of the new product in Vietnam.”
So the Danish beer brand decided to have fun with it and reintroduce itself to the country with a phonetic spelling. Say hello to /Car-z-berg/.
The campaign kicked off with an interactive billboard with the phonetic spelling of the brand. This Carlsberg billboard is equipped with a voice-activated tap – dispensing beer whenever someone is able to say the name correctly. Made possible through a custom-made AI in collaboration with BLISS Maker Studios.
A social video of the on-ground activation, billboards across the city of Ho Chi Minh, YouTube pre-roll, and Spotify ads all lead to the carlsberg.com.vn/vn microsite where “anyone in Vietnam can attempt to nail the difficult name themselves and win some ice cold beer,” the brand said.