Carlsberg: Extra Time
10. Media Kancils [10.6 Best use of digital platforms]
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Links:
https://bestwithcarlsberg.my/extratime/
Product/Service:
Alcoholic Beverage
Client:
Carlsberg
Brief:
For decades, Carlsberg has brought fans closer to football, through its history with UEFA competitions and a Liverpool FC partnership spanning more than 30 years. Giving fans the best access has always been part of our game.
But without official sponsorship of the 2026 World Cup, how could Carlsberg play a meaningful role in football’s biggest moment?
In Malaysia, the opportunity lay beyond sponsorship rights. Fans had more ways than ever to watch, but one barrier remained: the time zone.
With many matches kicking off at 3am, fans faced weeks of disrupted sleep and a difficult choice between the football they loved and functioning the next day.
Instead of competing for visibility inside the tournament, Carlsberg focused on what fans needed before it: sleep that would help them show up for the action.
Solution:
Extra Time by Carlsberg turned bedtime routines into pre-match sleep training.
The personalised 14-day programme helped Malaysian fans prepare for late-night football before the tournament began. Two weeks before kickoff, a mobile-first web app helped fans gradually adjust their sleep around the matches they wanted to watch.
A Match Fitness Test assessed their routines and generated personalised sleep plans. Daily coaching guided the shift, while check-ins and rewards kept fans training.
Carlsberg even turned its signature fizz, bubbles and pour into Amber Noise, a calming audiovisual experience to help fans sleep.
Films, social and digital content recruited fans. KOLs and football icons rallied their communities, while PR amplified the unexpected story of a beer brand helping fans sleep. Every touchpoint drove fans back to Extra Time.
Like players, fans had their own training programme, transforming bedtime into a new pre-match ritual.
