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.
Views of campaign content including documentaries, music videos and social
New tracks with accompanying music videos created with 55+ artists
Diverse marketing participating including China, India, Russia, Turkey and Uzbekistan