Carlsberg pumping up volume in Asia-Pacific

<p>Carlsberg is pinning its hopes of winning over Asia's youth market </p><p>with a TVC, which has action-packed and crowd-throbbing scenes but no </p><p>dialogue. </p><p><BR><BR> </p><p>The TVC was produced by Copenhagen-based Adtomic. </p><p><BR><BR> </p><p>The agency's Hong Kong executive director Kenny Kwok said dialogue was </p><p>left out because this was the best way to effectively reach the entire </p><p>youth market in one fell swoop and to keep the feel and tone of the </p><p>advertising consistent across all regions. </p><p><BR><BR> </p><p>"The TVC was deliberately kept simple but its strong point is that it </p><p>can work in all markets in Asia-Pacific, either on a regionwide bases or </p><p>in terms of individual markets," he told MEDIA. </p><p><BR><BR> </p><p>"Carlsberg turns on the music" is the TVC's tagline and Mr Kwok said: </p><p>"The concept we want to convey is not that Carlsberg turns up the music </p><p>volume-wise but that it turns on a conversation among people with the </p><p>beer being the central point." </p><p><BR><BR> </p><p>The commercial, which was initially launched in Asia-Pacific through </p><p>MTV, is supported by print and music sponsorship activities in which </p><p>collateral material can be adapted to the advertising and marketing </p><p>needs of local Carlsberg distributors. </p><p><BR><BR> </p><p>Carlsberg has designed a series of poster and print ads for events, from </p><p>large-scale rock concerts to shows at pubs and restaurants, in which </p><p>certain themes, designs and colours are common elements. </p><p><BR><BR> </p><p>Space is left within the ads for messages by the local distributors and </p><p>Mr Kwok said this ensured brand value consistency and local relevance at </p><p>the same time. </p><p><BR><BR> </p>