Tuborg

TUBORG OPEN - GLOBAL MUSIC PLATFORM

Since 2016 FUSE have provided 360 support to Carlsberg Group on ‘Tuborg Open’, the brand’s owned music platform. Our role has spanned global strategy, talent selection, negotiating complex talent & sync deals, campaign music A&R, and extensive consultancy and support to local Tuborg markets on how to activate music marketing campaigns.

Challenge

Rebuild relevance for global 18—25s while directly impacting sales, factoring in risks and limitations of operating in ‘dark markets’.

Solution

Developed Tuborg’s first global music discovery platform, Tuborg Open, that paired notable Western Artists (David Guetta, The Chainsmokers, Major Lazer, Diplo & MØ, Clean Bandit ) with A-list local artists in over 15 countries across Asia and Eastern Europe to create chart topping music.

Outcome

Built affinity and fame for Tuborg via high reach and engagement of activity across content, documentaries and live performances.

Key Highlights

Cultural impact with charting tracks  in markets such as China and Russia and notable global playlists such as Spotify New Music Friday.

0 M+

Views of campaign content including documentaries, music videos and social

0 +

New tracks with accompanying music videos created with 55+ artists

0

Diverse marketing participating including China, India, Russia, Turkey and Uzbekistan

900 M+

Views of campaign content including documentaries, music videos and social

50 +

New tracks with accompanying music videos created with 55+ artists

18

Diverse marketing participating including China, India, Russia, Turkey and Uzbekistan