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Summary

Agency: Grey London

Client & Project: Carlsberg Group - Tuborg - Open Lives Chatbot

As the digital project manager for this unique campaign, I oversaw the creation of a Chatbot that invited users to experience the lives of celebrities and influencers as part of a new global initiative. The Open Lives Chatbot allowed people to explore their own city through the perspective of another person, guiding them to bars, gigs, and hidden spots they might never have discovered otherwise. This was powered by local Tuborg influencers and celebrities, integrating localization services, language learning AI, audiovisual content, and discount codes, and was hosted on Facebook Messenger.

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What was the challenge and how we tackled it

Tuborg aimed to connect with young people worldwide in a fresh and innovative way. While previous campaigns used music as the primary medium, this new initiative sought to position the brand as modern, cutting-edge, and technologically relevant. As part of this campaign, we developed a stylish and contemporary visual brand language, launched Chatbots, created a new TV commercial, and produced an interactive video showcasing emerging artists from around the globe. This concept was conceived during the pitch that secured the account for Grey and came to fruition months later.

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What I did

1. Lead the the pitch from production perspective that won the account for Grey London.

2. Pre-production of the project: implementation of budget and timings plan.

3. Resource assignment of the full project.

4. Negotiation with the development 3rd parties, and coordination of teams in New York, Turkey, Serbia and China during the process.

5. Management of the creative, UX, design and development teams.

6. Negotiation and management of the deployment of the Chatbots on Facebook during the Cambridge Analytica scandal.

7. Management of the production and film crew hired to create video, Gifs and the rest the content for the Chatbots and its media campaigns.

8. Delivery of the Chatbots and implementation of the guidelines for the ideal localisation process.

The outcome

Tuborg was positioned as the market leader, and a reference point in social media for their target public. The Chatbot got 10 thousand people across the world to actually leave their houses and follow the Chatbots across their cities, making a unique brand connection. These Chatbots were the perfect mix of online and offline experiences.