THE BRIEF
In 2012 Tuborg wished to strengthen their profile within electronic club music and be positioned as the leading brand in the club scene.
Furthermore there was a wish to get young consumers into the beer category and ensure that Tuborg is the preferred beer among young consumers aged 18-24 years.
THE SOLUTION
The solution was clear: A Tuborg Club Tour visiting major clubs in Denmark with a massive collection of great entertainment and giveaways.
Together with the highly profiled and very skilled Danish DJ, Kongsted, we created the perfect party track that was played on the clubs and national radio.
We brought Kongsted to the clubs along with the party starter, TubMan, who lights up a party like no one else with CO2 and lasers.
Kongsted also hosted a Friday Session on the national radio The Voice doing a warm-up prior to the parties around Denmark. Via The Voice we found talented and upcoming DJ's to play a set along with Kongsted in the clubs.
Last but not least we gave the consumers the possibility to win a VIP-table at the club for an extraordinary party.
THE RESULTS
The Tuborg Club Tour was such a huge success that we ended up executing the tour three years in a row.
The Tuborg Club Tour-track by Kongsted has beside massive plays during the Club Tour, been streamed and downloaded multiple times. In 2013 the track went platinum selling more than 1,8 mio copies and has been downloaded more than 10 mio times.