Carlsberg & Kinepolis proudly present

The Saving ActionSeptember – December 2009

Marketing Day 23.03.2010

Speakers

Igor Nowe

Advertiser CARLSBERGTom Van Hoof

Agency TAGORA

Carlsberg is …

market leader premium beers65% S.O.M.

75 % # horeca distribution

most sold premiumbeer98% beerdrinkers know Carlsberg

“2nd best beer” say younger consumers

Strategic partners

Probably the …

... best beer

... best bottle

... most cosmopolitan

Premium brandATL

Premium brandBTL

Premium brand

Digital

Activation

The saving action

Carlsberg Kinepolis

perfect outlets

experience

indulgence

premium quality

Objectives campaign

loyalty

sales activation

interaction community

rich data base building

The action

Stop motion

How to ?

Push to buy

Consumption obliged : code in the bottle !

via www.carlsberg.be

Action site

Community trigger

Online saving card

VIP Contest

POP communication

CineBumper

eMailings

Activation

Social

Strengths

Capitalise on values rewarding and valorising proposition

Communication channels²

Automation & interaction

EnjoyBook a seatGet eTicketFull card

Results

Engagement resellersSitevisits

> 120.000eTickets

> 25.000Increased consumption

positive growth in declining market

NO discounting on premium price-settingDatabase building

30.000 opt-ins

Thanks for your attention

Thanks for your attention.

Q&A > Igor Nowe / Tom Van Hoof