Carlsberg invites Hongkongers to join Edison Chen in surprise party

The 'Where's the party?' concept, in which guests are not told the location or theme of the party until they arrive at the airport, was created in Sweden in 2009 and has become very popular in Europe. It is the brand's global party marketing platform in more than 20 markets and was trialled in Malaysia in 2011 and 2012, with Carlsberg bringing the concept to Hong Kong this year. 

Carlsberg Hong Kong's senior brand manager Frankie Wong told Campaign Asia-Pacific that while many fashion and beer brands have used parties for marketing, the brand was looking to be "bold and innovative".

Wong said Carlsberg has made the party more secretive and daring to differentiate itself and tap into the global platform. To add local relevance, "we have chosen Edison Chen as the brand ambassador for this campaign, as he has an edgy style and is a bit controversial, which will help attract our target audience of 18- to 29-year-old hipsters who are outgoing and daring", he said.

Carlsberg is partnering with CLOT, the PR and brand agency and streetwear brand founded by Chen, to drive the buzz on multiple channels popular among youngsters. These include a Facebook game, trade promotions, OOH ads in buses, a short promotional film starring Chen in cinemas and karaoke bars, and online ads on Google and Yahoo sites.

To keep up the suspense, Wong said, Carlsberg will only release snippets of party information at different stages, although he disclosed that well-known band 24 Herbs and DJs MCYan and Mykal would be in the house.

One lucky winner from the Hong Kong party will be chosen to bring three friends to attend Europe’s “Where's the party?” in August, with free airfare and hotel accommodation included.