Tuborg launches global campaign with influencer powered chat bot

The campaign is part of a new brand positioning - 'Open to more since 1880'.

Danish brewery Tuborg has created a Chatbot that invites users into the lives of celebrities and influencers as part of a new global campaign.
The Open Lives ChatBot helps people explore their own city through the eyes of another person, taking them to bars, gigs and hidden locations they might never have experienced.  All powered by local Tuborginfluencers and celebrities, and hosted on Facebook Messenger.

Open attitudes

It’s part of a new brand positioning ‘Open to more since 1880’ – a celebration of Tuborg’s belief that the power of an open attitude and spirit adds value to all our lives, especially in a world where people can feel increasingly disconnected.
The campaign is also launched with a 30 second film that celebrates the people we meet over a lifetime. It focuses on the value that can be gained from being open to meeting new people and embracing the experiences they bring you; from those who become our best friends, to ones we share a first kiss with and then those who take us to new places.

With the campaign Tuborg hopes to re-define fun for a new generation of consumers, ultimately inspiring them to celebrate the life experiences they can gain while sharing a Tuborg with someone.
Russell Jones, VP of Core Beer at Carlsberg says: “Tuborg is growing rapidly all over the world, and with our newest campaign we aim to take Tuborg to the next level and give consumers even better experiences.’

It’s the first work from Grey London who won the global account in August 2017. Jimmy Blom, Deputy ECD at Grey London says: “Working on a heritage beer brand like Tuborg is always a privilege. Not only did we have the opportunity to create a thought provoking film about making the most out of every single person you meet, but with Tuborg’s progressive attitude to mobile and social media, we could let our concept cross over into real life.’

The TVC will be rolled out in various key markets around the world, and the Chatbot first launched in Serbia in April, before being released globally. The brand campaign is also supported by bespoke social activity and a shopper marketing campaign.

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