Hard on the heels of being shortlisted for our work at the European Sponsorship Awards (for Best Use of Content (where the sponsorship campaign rights fees were over €1 million) and for Best Use of PR), we found out that we’ve won the gold at the International Sports Convention Awards.
The Carlsberg campaign in question – Fare Game – was devised, developed and delivered by the Hope&Glory team alongside our partners on the Carlsberg business Fold 7, iProspect and the global and Germany Carlsberg teams.
When we found that 9 in 10 taxi drivers are massive football fans, yet 60% often miss the biggest matches because they’re pretty busy driving us around. It felt like time to give back to these unsuspecting heroes.
Introducing “The Fare Game”, where we surprised 30 taxi drivers in Berlin by booking them for a full 120 minutes so they could kick back and watch the thrilling Germany vs. Portugal game, surrounded by fellow cabbies in a unique Carlsberg drive-in fan park, soaking up every minute of the match.
With Carlsberg 0.0 beers in hand, they cheered on their teams and had an unforgettable night. And yep, Carlsberg of course covered their full fare so they didn’t miss out.
It was a truly fantastic campaign to be part of – our first really major piece of global creative for the Danish beer brand and our first big sponsorship outing working alongside our agency partners, global and local market teams. All born of an insight that crossed borders about the way people enjoy the beautiful game across the world.
Here’s a recap to enjoy …
