Carlsberg kicked off 2009 with its Chinese New Year campaign “Life favours those who see things differently "牛转士气,处处逢生" campaign. The successful through-the- line campaign was fundamental to driving the Carlsberg Green Label brand forward at the start of 2009. Notably impactful was the first ever Carlsberg Ang Pow Newspaper which set the public talking. Another innovation was the use of thermo- chromatic ink (temperature sensitive ink) to accentuate the transformation of the Year of the Ox symbol to “Sang” by the clever use of the Carlsberg swosh. Carlsberg also won two major awards for its Chinese New Year media campaign. In recognition of our advertising creativity and placement execution, we secured the Grand Prize at the Chinese New Year Greeting Ad Awards 2009 organised by China Press and Nanyang Siang Pau. We also went on to win a Silver Award at the Effie Awards, an event jointly organised by three respected organisations, the Malaysian Advertising Association (MAA), the Association of Accredited Advertising Agents Malaysia (4As) and the Media Specialists Association (MSA), to honour effective marketing campaigns across Malaysia.
The Carlsberg brand campaign developed in Malaysia, delivered positive growth in brand equity
Key measures of the brand campaign in terms of “preferred brand” and “brand consumed most often” showed improvement resulting from a good combination of thematic advertising as well as activation and promotional activities.