New Year (Rosh Hashanah) is a hectic time on social media feeds in Israel. Greetings and wishes abound and if you’ve got a Facebook account, chances are you’ll be checking in more than usual to see exactly who sent you wishes, sent your friends wishes and no less important didn’t send you wishes at all!
But Carlsberg doesn’t compromise on the type of wishes it sends. So when Facebook recently announced it was implementing its live photo technology, creative agency BBR Saatchi & Saatchi, immediately understood that together with the vertical screen, they held at their fingertips the power to implement a new type of storytelling through the mobile feed by combining a short movie with live interaction.
Carlsberg’s ‘The Best Way to Open the New Year’ is an interactive ‘Live Photo’ based post that asks social media aficionados to ‘Press Here and not Let Go’.
Those who did, (live photo tech only works on mobile) were delighted to see they’d just set in motion a rube machine that ultimately delivers Carlsberg’s suggestion to open a great new year with a nice pint.
“Surfers loved our playful interactive experienced and engaged with our innocuous little post like never before. Engagement rate reached 13% – an all-time high for the brand whose record stood until then unbeaten at 9% ,” revealed BBR Saatchi & Saatchi in their release. “Our Carlsberg’s Rosh Hashanah post reached over 250K people and got over 50K clicks. It had over 4000 interactions, with 660 comments and over 250 shares.”
Agency Credits: BBR Saatchi & Saatchi
CEO: Yossi Lubaton
CCO: Idan Regev
Creative Team: Idan Kligerman, Nofar Birenbaum, Gal Mamalya & Kobi Cohen
VP Client Services: Ben Muskal
Account Supervisor: Moran Darzi
Account Executive: Dana Mey- Tal
Creative Coordinator: Eva Hasson
Source: BBR Saatchi & Saatchi