Taxi drivers are football’s unsung heroes, often missing out on matches due to work. Carlsberg discovered that 9 in 10 taxi drivers are passionate football fans, yet 91% work through big matches. This insight sparked a campaign to create a meaningful connection with these fans and fulfil Carlsberg’s mission to give more people access to more of the best.
For the Nations League Finals we surprised drivers with a fare like no other. “Fare Game,” was an immersive drive-in fan park experience that transformed taxi drivers into VIP guests, watching the match on a giant screen with fellow fans. Their fares for the evening? Covered by Carlsberg. The entire experience was captured on camera, edited overnight and shared around the world.
Beyond an unforgettable brand experience, we also engaged football fans around the world with the film. Earned engagements increased 245% and the film received almost a quarter of a million likes. Its reach was mega – 27.5M people across paid and owned social, and in PR, we achieved 1,600+ pieces of earned coverage, delivering 2.7B impressions globally, across 43 individual global markets, demonstrating the scale and global resonance of the campaign.
The heartwarming campaign not only delighted a community of taxi drivers but resonated with football fans all over the globe and contributed to a 4% uplift in sales.
