As one of the largest beer companies immersed in music, Tuborg sought to break into the Chinese market in 2013 by focusing its efforts on numerous lower-tier cities across China. Tuborg enlisted Splatter’s expertise to introduce the beer brand to these untapped and growing markets, tasking our staff with organising three concert truck tour routes and handpicking 11 rising underground artists to perform.

Over a five-month period, 160 events across 51 developing cities were executed. This was achieved by splitting the tour into three distinct routes, with three convertible tour buses staging events simultaneously in different cities. An average attendance rate of 1500 participants in each city was achieved using an integrated online communications strategy and on-the-ground promotion. The project garnered a total audience of approximately 240,000 and was unique in China for targeting emerging youth cultures beyond the 1st and 2nd tier cities. Following the success of this first year, the contract was renewed, and the campaign extended to 2014.