NEW YORK, November 9, 2023 – BCW, one of the world’s leading global communications agencies, celebrated earning two Global SABRE awards at the 2023 PRovoke Global Summit. The agency was honored for its work with Carlsberg and the Honest Egg Company at a ceremony last night in Washington, D.C. The Global SABRE awards, presented by PRovoke Media, recognize the top 40 campaigns in the world from the previous year.
“Great work always starts with courageous clients that are willing to take a chance on a big idea,” said Corey duBrowa, Global CEO, BCW. “These Global SABRE honors represent that concept perfectly, as these two campaigns started with provocative ideas that allowed for powerful earned storytelling and out-of-the-box creative that helped to build reputation, drive sales and even save lives. I’m honored to share these awards with our courageous client partners and outstanding teams.”
“Sunken Bar” with Carlsberg, Ranked Five
Carlsberg wanted to raise awareness about the dangers of drunk boating, as 6 out of 10 who die from boating accidents in Sweden are under the influence. The idea was to create a powerful reminder by opening a new bar, exactly where deadly accidents end up – the bottom of the ocean. But the sunken bar was more than an innovative stunt to deliver a message. It opened to the public serving the solution: Carlsberg's Alcohol-Free beer. And by placing it next to the main pier in Sweden’s boating mecca of Smögen, we allowed the brand to connect with the target audience in the most relevant context.
Carlsberg's Sunken bar became a symbol for abstaining from alcohol on the sea. The news spread throughout Sweden but also to the rest of the world, via both traditional and social media. This contributed to an earned reach of 31,000,000 plus 15,500,000 social media impressions.
Most importantly, in the summer of 2022, the number of reported drunk boating cases decreased by 43%, according to the Swedish Police Authority. Carlsberg's brand reputation measured the highest numbers ever, after a 2 %-increase and in the competitive market of alcohol-free beer, Carlsberg Alcohol Free's leading market share was expanded by 1.6% as every third sold non-alcoholic beer was a Carlsberg.
“FitChix” with Honest Egg Co. Ranked Thirty-Five
BCW led earned-media efforts to launch this first-ever fitness tracker designed for chickens. The integrated campaign showed Australians how free and healthy Honest Eggs Co. chickens really are. It involved creating an ergonomic, chicken-friendly fitness tracker that doesn’t impose on day-to-day life and behaviour. Multiple prototypes were engineered and calibrated to properly capture the activity levels of individual chickens – including step counts, which are printed onto the eggs that Australians buy at the shelf. Over a period of one month during the launch phase, the earned media elements of the integrated campaign successfully generated 173 pieces of media coverage, generating a reach of over 46 million. Ultimately, all media coverage hit key campaign objectives and secured for the FitChix campaign generated a total 46,806,626 opportunities for Australians to see the news. Honest Eggs Co. secured a 222% increase in requests to stock the product. There was a 40 percent increase in product orders, and product sold out ahead of forecast as a result of the increased interest in purchasing Honest Eggs Co. cartons.