Carlsberg brings the party to bus shelters

Carlsberg has just released an out-of-home campaign featuring a giant fabrication of a boom box went up at selected Clear Channel bus shelters in Singapore.

The giant fabrication, for Carlsberg’s ‘Where’s The Party’ 2013, features details including 3D buttons and wire nettings and is currently fitted at the top of Clear Channel 6-sheet panels. These boom boxes are currently playing the latest release from DJ Axwell (previously part of the electronic dance music trio Swedish House Mafia), titled ‘Centre of the Universe’.

The track was exclusively made available for purchase on Beatport on May 30th, and is currently the Number 1 track on the charts.

Carlsberg, OMD, Havas and Clear Channel Singapore collaborated on the project and panels are situated at bus shelters located near local night life hotspots Clarke Quay and Holland Village as well as areas of high reach and affinity amongst their target audience of young consumers including Victoria Street and Selegie Road.

The campaign engages the target audience in the universal experience driven by music to party with Carlsberg, creating a sense of anticipation amongst consumers to participate in the Carlsberg ‘Where’s The Party?” 2013 Facebook contest.

“This is the first time we are bringing a music experience onto the streets to engage our target audience. We hope that this will capture their attention and encourage them to participate in our Facebook contest”, said Bernard Yeo, Head of Marketing, Carlsberg Singapore.