OMD Malaysia Pulls Another “NICE ONE” With Carlsberg

International beer brand, Carlsberg, urges Malaysian men to take a leaf out of Clive Magazine’s (Clive) dating tips with the latest exclusive partnership with Malaysia’s premier lifestyle title for men.

A first for Malaysia, the campaign concept and execution took place in the form of witty pick-up lines, printed on the reverse side of actual Carlsberg coasters and inserted into copies of the magazine, cutting through 16 pages of the publication so that readers will be reminded of Carlsberg moments with every turn of the page. This never-before-executed advertising buy, unlike the run-of-mill one-pagers, ensures that pagination and placement of other editorials and advertisements make way for the physical space for the Carlsberg coaster.

This unique execution, developed by Carlsberg Malaysia and OMD in partnership with Catcha Publishing in Malaysia, which Clive is part of, to generate word of mouth publicity as part of the Carlsberg nationwide Nice One campaign.

“At OMD, we constantly seek innovative ways to deliver results for our clients. The insertion of real Carlsberg coasters bearing pick-up lines was our idea to demonstrate that a simple, unassuming coaster can also be used as a social tool. It is similar to the concept of writing messages and passing it on but we figured that with Malaysian women becoming more cosmopolitan and educated, the coaster would be a refreshing way for Malaysian men to connect with them”. Said Andreas Vogiatzakis, Managing Director of OMG Malaysia.

“Carlsberg is the #1 Malaysian beer, one that Malaysians has grown up with and one that has brewed many great times for beer drinkers. With that as an editorial inspiration, our team also worked on a feature on how to create unique moments to sustain long-distance relationships. In addition, with the well-heeled, well-travelled internationalists in mind, the article also includes a side-bar column on the best chat-up lines found around the world”. Said Robert Chan, Editor of Clive.

“We love this campaign execution developed by our marketing team and OMD Malaysia as it not only allows us to reach the cosmopolitan Malaysian man on the street but also the secondary target group – Malaysian women, both of whom are increasingly getting more sophisticated.” Said Ole S. Nielsen, General Manager - Marketing of Carlsberg Malaysia.