Campaign

Big Bold

the rundown

Grolsch needs to re-establish its premium credentials in an era when many credible beers are vying for the attention of beer drinkers. Grolsch has a distinctive flavour profile that stands out from its rivals. The big, bold flavour is delivered discretely behind a quirky, Dutch exterior. While other beers shout, with nothing to back it up, Grolsch is big on the inside. We brought this thought to life with a creative campaign featuring Dutch legends that never speak a word. We wanted to create an experience that seamlessly connected the brand idea to the beer itself, via mobile, web and TV.

The Building Blocks

Our audience over-indexes on smartphone ownership. We decided mobile offers a brilliant opportunity to stand out. We invited consumers to meet one of the Dutch legends in a bar and then interact with them via SMS. There’s a lot of technology working under the hood of the campaign – SMS, a custom written API & motion tracking live video rendering. There is a real unique sense of personalisation – the fact that the character on screen receives a text live from you. At any given time, multiple phone numbers were in operation, meaning each number was unique to one screen at any given time.

Mobile
Android
SMS
Web/Apps
HTML5
Chrome
Google Analytics

The Votes

The Details

Agency

Brand

Grolsch

Targeted Regions

Europe

Marketing Objective

Influence Consideration

Launch Date

July 6, 2012

The Team

Beattie McGuinness Bungay www.bmbagency.com
Kate Baker, Creative
Joe Bruce, Creative
Arthur Tindsley, Creative Technologist
Gavin McGrath, Creative Director
Melanie Lowings, Digital Producer
Caleb Al-Jorani, Digital Art Director and Designer
Jamie Inman, Senior Planner
Alex Brown, Business Director
Max Firth, Account Director
Jean-Luc Bragard, Account Manager
Tamara Kennon, TV Producer
Stinkdigital www.stinkdigital.com
Grolsch

The Stats

50 total hours of missed sleep
10 team members working on this project
1 gigabytes of data used

The Results

To date, the interactive experience has received nearly 100K unique visitors, each spending on average 3 and a half minutes on the site. The campaign has been shared organically (we don’t know the exact number but we have had 20,000 visits from Facebook). The interactive continues to receive widespread praise in both consumer and digital media – Huffington Post, DigitalBuzz Blog, Gizmodo and PSFK to name a few. We would encourage others to continue to experiment with mobile interaction and also to aim for experiences where the technology off screen supports an engaging experience on screen.