Brand: Carlsberg, it is the unchangeable beer partner of all UEFA European Championships being the official sponsor for 28 years.
- To build an effective target audience coverage within EURO 2016 message
- To support the premium brand positioning and at the same time to emphasize availability for the active fans of beer and football
Media channels: TV, Internet, Radio.
During the European Football Championship, the main focus of placement the “Carlsberg EURO 2016” video message was carried out on TV and the Internet, according to the selected cross-media communication strategy (Neutral Screen Planning). To further support brand positioning, our agency recommended to create a 3 minutes special daily rubric on the Russian Radio* station (TOP 3 by coverage the target audience) – “The UEFA European Championship” news within a popular morning radio show “Russian peppers”. During the radio program were announced:
- Results of the matches of the previous day;
- Position in group, chances to become the finalist;
- Interesting events, the best moments of the UEFA European Championships 2016.