Despite numerous music partnerships, Tuborg needed to do more to engage younger audiences. We supported Tuborg to make a big strategic decision – move from a partner model to an owned model.
Tuborg Open was the result – a global music discovery platform that paired notable Western Artists, such as David Guetta and The Chainsmokers, with A-list local artists in over 15 countries across Asia and Eastern Europe to create chart topping music.
Since inception in 2016, we’ve provided 360 support spanning strategy, talent selection, negotiating complex talent & sync deals, campaign music, A&R and activation support to local markets.
We collaborated with our headline artists to create and release irresistible beats which local, emerging artists from around the world remixed to create their own, unique tracks. These were released on streaming platforms and performed live.
At the same time, our main talent provided once-in-a-lifetime mentoring experiences around performance, production and song writing. The programme touched markets as diverse as India, Vietnam and Uzbekistan.
Tuborg reported significant sales uplift during the campaign period.
Exact details on the results cannot be shared due to confidentiality reasons.
