Join the Green Army

Carlsberg

Project Scope

Production, Strategy, Search & Performance Media, Data & Analytics, Social & Content, Creative, Technology & Development, Client Services

 

The Irish football team has some of the best fans in the world and Carlsberg wanted to ensure that these fans could support the Irish team wherever they went. 

The Brief

For one night in Tallinn a nation held its breath. And as each goal flew in, the Irish football team got closer and closer to Poland. Unfortunately after years of job losses, pay cuts and tax hikes, many of the fans couldn’t afford the trip.

As sponsors of both the European Finals and the Irish team, Carlsberg wanted to do something about this.

Fans wanted to believe in the effect their support had on the pitch, whether they were there in person or not. We were tasked with finding a way to help their cheers be heard no matter where the fans were in the world.

Our Response

As the media hype went into overdrive and social channels exploded with fan support, we needed an idea to help their voices be heard across the world. Join the Green Army was born.

 

We provided exclusive access to the fan camps, supporters and players.

 

“After years of job losses, pay cuts and tax hikes, many couldn’t afford the trip. And as sponsors of both the European Finals and the Irish team, Carlsberg wanted to do something about it.”

 

We digitally stitched together images of thousands of Irish fans to form the flag.

We gave thousands of people across Ireland the chance to send pictures and messages that were then stitched together digitally to form the biggest flag the squad had ever seen at a game – a physical representation of the sheer scale of their supporters’ love.

The Outcome

On May 26th, the flag was unveiled at the Aviva before a home crowd of nearly 35,000 fans with hundreds of thousands more watching on TV.

But the flag was just the beginning…

Carlsberg gave the fans the next best thing to actually being there.

The flag of a thousand faces.

 

We completely took over the stadium with messages of support covering all the digital hoardings. For the first time in Irish football history a brand used its ad space to let the fans talk directly to their team. The atmosphere was electric.

 

“for the first time in Irish football, a brand was using its ad space to let the fans talk directly to their team. The atmosphere was electric.”

 

The team got to see just how much the fans back home were behind them.

 

The flag travelled all over Europe, getting press coverage everywhere it went.

We then sent a crew to follow the flag as it travelled all over Poland, filming content so the fans back home had constant, exclusive access to the fan camps, supporters and players.

Join the Green Army was a massive success covered by Sky Sports News, TV3, The UEFA Channel and all the Irish papers and at the same time, Carlsberg Football doubled its number of Facebook fans.

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