Carlsberg Green Label: Life favours those who see things differently

The Warc Prize for Asian Strategy is the first Asian competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding Pacific Asia) were asked to submit case studies that demonstrated how insight and strategy had solved a business problem. The cases had to show what the problem was, the strategy that was developed, how that strategy was brought to life and the results it delivered. The prize was judged by a panel of senior clients and agency-side strategy experts, using the following weighting: quality of insight (15% of marks); quality of strategic thinking (40%); implementation (15%); performance against objectives (20%); and lessons learned (10%).

For more information on this annual prize, please visit www.warc.com/asiaprize.

Campaign Details

Advertiser: Carlsberg Brewery
Agency: Naga DDB
Brand: Carlsberg Green Label
Campaign duration: January 2009-February 2009
Country: Malaysia
Media budget (USD): 500k - 1 million
Channels used: Newspapers (national), newspapers (local), out of home (all forms), television (broadcast), Television (local)

EXECUTIVE SUMMARY