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Carlsberg Somersby frozen billboard, JCDecaux Lithuania, Jul 2017

Concept

Somersby cider is made to be drunk with ice and this frozen billboard perfectly fit its summary brand identity.
Carlsberg Somersby frozen billboard, JCDecaux Lithuania, Jul 2017

JCDecaux Lithuania chose one free-standing unit within Somersby’s city-wide OOH campaign and enclosed it entirely in one tonne of ice.

Carlsberg Somersby frozen billboard, JCDecaux Lithuania, Jul 2017

As the ice melted, it slowly revealed the showcase panel containing bottles of the Somersby’s non-alcoholic cider.

Impact

Carlsberg Somersby frozen billboard, JCDecaux Lithuania, Jul 2017

The giant block of ice in the middle of the street was surprising and unmissable to the 200k+ people passing the panel.

Carlsberg Somersby frozen billboard, JCDecaux Lithuania, Jul 2017

The unexpected sight interrupted people’s daily routine and boosted brand recall. The concept was unique and entertaining and the slow reveal built anticipation among Somersby’s target urban audience.

Socail Media Coverage

A record high Facebook reach

for campaign post

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