Carlsberg UK coupon campaign for Tuborg consumers sees 27% redemption rates

The offering from Carslberg UK attracts new customers through the use of convenient and cost-effective consumer-printable coupons

Tuborg, a drive brand within the Carlsberg UK portfolio, has teamed up with Couponstar in order to encourage trial and repeat purchase of the light and easy lager through a range of online consumer-printable coupons. The coupons, offered to consumers via the Tuborgmusic.com website, were available to consumers via a separate microsite powered by Couponstar’s CouponSOLO™ platform – a web-based coupon portal solution that aggregates multiple coupon offers from a company or brand into one centralised location.

Tuborg, launched two years ago in the UK, has a presence in over 70 different countries. The brand uses music in order to reach its core target audience and in the UK this has been brought to life through a large scale promotion in 2008 - Tuborg Aftershow - which ran at many of the UK's leading music festivals up and down the country, including Reading, Leeds and the O2 Wireless festival in London.

Understanding the need to reach consumers again once they had tried Tuborg at an event, Tuborg decided to take the promotion online, offering consumers coupons to download and redeem in outlets. Simon Green, Marketing Manager for Tuborg explains, “Pouring at the festivals provided a great opportunity for thousands of consumers to try Tuborg. Our key objective then was to encourage repeat purchase after the event and coupons are a renowned solution for addressing this.”

Green continues, “The Tuborg Aftershow was a promotion driving people to our website where they could download a variety of rewards, one of which was the coupon. As a result of our work with Couponstar, we were pleased with the number of consumers who chose to go online to receive their coupons and would certainly consider online coupons for future campaigns throughout 2009.”

As the market leader in the consumer-printable coupon industry, Couponstar’s technology is unique in providing organisations with a proven solution to securely and efficiently issue personalised and trackable coupons via the internet, critically bridging the gap between online marketing and influencing consumers’ offline purchasing behaviour. And, with typical redemption rates of 25% plus – significantly higher than industry averages Couponstar can help brands cost effectively acquire new customers and drive in-store sales.

Green concludes, “The initial results we have seen from this campaign have been positive, so we will consider coupons as part of our promotional mix going forward.”