Carling teams up with former football stars Paul Ince and Jimmy Bullard for a UK spoof spot that reworks an iconic scene from The Godfather to spearhead its summer ‘Pay Per Inch’ promotion, leverage Euro 2016 excitement and ambush official UEFA beer rival Carlsberg.
The initiative’s self-stated objective is to ensure fans maximise their football watching fun at home through the tournament by inviting them to enter a competition to win high quality Samsung televisions for the price of the screen size.
The reduced rate price promotion, with costs mirroring the TV measurement, comes in a set of six sales – the first of which starts on 5 June and then every Sunday for the following five week leading up to the Euro 2016 final on 6 July.
The commercial follows the classic ‘make you an offer you can’t refuse’ Godfather cliché – with Ince as The Guv’nor (his player nickname) and Bullard as his consigliore.
The former Man Utd, Liverpool, Inter Milan and England star Ince dons a tuxedo to play the mafia-style boss of a TV warehouse.
The ad is supported across the beer brand’s social platforms, using the campaign hashtag #GameOfInches,
Big TVs for the big games, Carling and The Guv’nor have got you covered – https://t.co/HMJqAGWtgO #GameOfIncheshttps://t.co/xR241IpaYc
— Carling (@carling) June 3, 2016
and all creative executions drives viewers to enter through @Carling #GameofInches or to sign up on the campaign’s digital hub at https://www.payperinchtv.com.
On the site, the copy lays out the aims and details of the deal:
‘Between a spectacular save and a wonder goal the difference is only a matter of inches. We know inches count off the pitch too, so we’re helping you upgrade your viewing experience this summer with our Pay Per Inch promotion. Basically, we are giving you the chance to buy brand new Samsung TVs for the price of their screen sizes. So for example a 65 inch Samsung TV will set you back just £65 – bag one of these for you and your mates to watch the action on and you have played an absolute blinder!’
‘I’ve never acted before so I’ve had a bit of a laugh with this and having my mate Jimmy there really helped. My nickname is something that has been talked about a lot in my career, so it was good to have a bit of fun with it for Carling,’ comments Ince.
‘Paul and I had a right laugh on set and hope the video makes others laugh too,’ adds Bullard.
And, if the behind-the-scenes assets are anything to go by, it does indeed look like the two retired players enjoyed themselves.
The campaign has been developed by Carling marketers and agency HSE Cake – where the creative team was led by Nicola Rutledge and Simon Moore and the production by Adam Vessey of Guts and Glory
Comment
It’s a well trodden path – the tournament ambush spoof spot (starring former players) fronting a broad footie promotion.
Of course, like all experienced ambushers lacking official rights, Carling carefully references the ‘summer of football’ without explicitly naming the Euro 2016 tournament.
This is merely the spearhead of the Molson Coors’ brand’s 2016 ‘summer of football’ Euro 2016 centered marketing programme.
This will also see an off-trade strand offer fans £20 off the price of a club or country shirt with Kitbag.com when purchasing packs of Carling (with customers buying 4-packs able to redeem discounts via the Carling iPint app and those buying larger Carling pack sizes claiming by visiting Kitbag.com/Carling and entering their unique URN code), plus supporting promo assets (banners, bunting, posters, bar runners and special 4-pint football pitches) placed in around 3000 UK pubs and bars.
The Euro-related guerrilla work will act as something of a taster programme prior to a tactical switch to ‘official’ when Carling starts activating around its new three-year Premier League partnership which starts from next season.
‘Following the exciting news that we have signed a three year partnership with the Premier League, Carling’s link with football is stronger than ever,’ says Carling Brand Director at Molson Coors Jim Shearer.
‘We’re absolutely committed to championing the football-watching experience for fans by unlocking value in the on- and off-trade around this huge sporting occasion.”
By investing in and deepening its football relationships Carling aims to enhance its relevance and connection with mainstream lager drinkers through the sport.
Links
Campaign Microsite:
https://www.payperinchtv.com
Carling YouTube:
https://www.youtube.com/user/carlinglageruk
Carling Twitter:
https://twitter.com/carling
@carling
Carling Facebook:
https://www.facebook.com/carling.lager
Carling Web:
https://www.carling.com
HSE Cake:
http://www.havas-se.co.uk/
