The activity, which champions Carlsberg’s sponsorship deal as the official beet of the England team, was created by integrated agency Billington Cartmell with media bought by OMD UK.
It builds on the ‘Probably the best Team Talk in the world…’ promotion that has been running all year, and is aimed at driving customers into both the on and off trade.
The outdoor activity will begin on Monday (7 June) with directional six-sheet posters and phone kiosks. There will be more than 100 different posters tailored to individual pubs using the line “South Africa – 5631 miles. Or The Nag’s Head – within one mile. Get In There.”
In addition to the pub posters, there will be alternative six-sheets and phone kiosks aimed at the off-trade, headlined ‘Bring it home’ and highlighting offers in major supermarkets.
The two 30-second radio commercials will run nationally either the day before or on the day of England games – starting on 11 June.
Paul Davies, director of brands and insight at Carlsberg UK, says: “Team Talk has struck a real chord with England fans and this final rallying call will give a boost to the on and off-trade as the waiting ends and the tournament begins.”
Last month, Carlsberg unveiled its Team Talk TV ad, which features a panoply of sporting stars.