CASE STUDY: Carlsberg Chill captures happiness levels in China

Background

Carlsberg Chill first launched 'Happy bus station 1.0' in 2008 across six major cities in China. Interactive surveys were planted at bus stations where people could choose either a happy or an unhappy icon based on their mood. The interactive device would then calculate the 'happiness index' of each of the six cities involved.

More than 4.6 million citizens participated in the first phase of the interactive campaign which was also picked up by mainstream media outlets across China including both Shanghai and Beijing Evening News.

Aim

Carlsberg Chill set out to launch 'Happy bus station 2.0' to continue the success of the first initiative and increase interaction with citizens through a collaboration with micro blogging site Sina Weibo. 

Execution

On April14, Carlsberg Chill launched 'Happy Bus Station 2.0' in Guangzhou. 

A large Sina Weibo screen was planted on the bus station which allowed users to post messages and express themselves in addition to clocking their mood.

Results

During the campaign period from 14 to 27 April, more than 800,000 people participated in the Guangzhou 'happiness Index' with 53.21 per cent indicating they were happy, up 2.26 per cent from the first phase. 

The initiative was also picked up by local media, including 26 print, six television and five radio outlets. 

Following the success of the campaign, Carlsberg Chill plans to roll out the campaign across Shenzhen, Zhengzhou, Kunming, Chengdu and Beijing.