Carlsberg // Everyone's Home Ground
Insight
Catching a live football match with friends in a comfortable environment ranks high on the priority checklist of most football fans in Singapore.
According to a research done by Millwad Brown, more than half of all Singaporeans prefer to watch live BPL matches either in the comfort of their homes, or one of their friend’s home – the de facto ‘home ground’ for football fans in Singapore. It’s a casual environment that allows them to bond with their friends as they cheer for their favourite BPL team.
And once the match kicks off, these fans will undergo an emotional roller coaster of emotions that tend to evoke passionate outbursts. We call this the premier feeling - a feeling that cannot be subdued, and should not be held back.
However, passionate fans have to occasionally restrain the premier feeling in a home environment due to:
• The light-sleeper-wail-all-night baby.
• The ‘please keep it down’ neighbours.
• The ‘bark for 30 minutes when you cheer for 3’ pet dog.
• The ‘noise nazi’ also known as your other half
Idea
Why not reward these passionate fans with a new kind of home environment?
One that encourages bonding amongst football lovers and allows fans to fully unleash that premier feeling without the need to hold back.
Carlsberg will invite fans to experience a new kind of home ground advantage at the world’s largest living room. It’s a supersized environment that encourages supersized emotions.
And a home ground for every football fan in Singapore.
