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Brand: Tuborg

Campaign: #StayOpen


The Brief:

Championing and celebrating the moments of music discovery for artists and fans through disrupting the music scene in Nairobi by leveraging on the TUBORG OPEN platform.

Tuborg, the Danish lager brand which was launched in May 2017 , will be activating Tuborg OPEN, this year with the global pairing Diplo and MØ exploring musical influences and creating new collaboration tracks with artists from around the world.

Now in its second year, Tuborg OPEN is once again bringing together a group of incredible musicians to create something truly special; a song with one global message but the story told in a different way by each collaborating artist, using their own unique lyrics and reflecting the diversity and unique local culture. Artists from some of Tuborg’s key markets across Asia , Africa and Europe will encourage people to be ‘Open To More’ in their own way, emphasizing that the power of trust and an open attitude adds value to all our lives.

American super producer and DJ Diplo, who was part of last year’s campaign, returns with Danish rising star and long term collaborator MØ. Together they have created a track, called ‘Stay Open’, with artists from around the world invited to rewrite the verses to tell story of what being ‘Open To More’ means to them.

TUBORG Open .What is that all about?

  • Supporting local artists.

  • Building relationships with local artists.

  • Fuelling moments of music discovery for artist sand Fans.

  • Fuelling Tuborg music advocacy

Measure of Success for Tuborg Nairobi:

  • Identifying the right artist fit for the campaign.

  • Collaboration with the local and global talent to create the local version.

  • Consumer education around the Tuborg Open property. (Understanding what we want to achieve through this)

  • Consumer reach.

  • Consumer engagement

  • Local video views (Global video and Local video)

  • Downloads TBD

  • Earned media

  • PR mentions (Value)

  • User generated content around the campaign

  • Event attendees

  • Realtime content push at the concert

  • Viewership of the local documentaries