With the help of GJP Advertising, Carlsberg Canada has kicked off a new national promotional campaign with a goal to identify people who could be recognized as “Probably the Best Mate in the World” and just happens to be their international brand slogan. According to Preben Ganzhorn, Director of Marketing for Carlsberg Canada Inc., part of the overall goals that GJP was tasked with was coming up with a campaign concept that would engage their primary audience of males across Canada and increase awareness the company’s brand culture around the message of ‘Probably the Best.’
Kevin Pfuhl, Managing Partner at GJP, described the campaign as “a little about advertising and a lot about targeted consumer engagement. It’s about putting the Carlsberg brand into a social framework and working the social media outlets into the event.”
To demonstrate that they are the “Best Mate”, contestants are invited using a combination of outdoor, radio, online, video and social media and then whittled down to a final 30 from across Canada. They will each be given a slick new Sony Ericsson W705, with integrated Facebook and YouTube applications. The finalists will then be encouraged to record events and interactions as they build their case demonstrating their “best mate” skills. A final winner will be selected and announced in June. The big prize is a VIP trip for the winner and three mates to Las Vegas. The advertising declares “Sinners needed for Vegas” and was created by GJP creative team Louis Duarte and Craig Burt.
The home for the contest is located at bestmate.ca / meilleurchum.ca, and this is the first campaign created by GJP Advertising since being awarded Agency of Record.
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