Campaign: Rare Character Test
Agency: BMB (London)
Date: November 2013
Channels: Online, Facebook
My role: Interactive art direction
Results: 2000 site visits per day (4 mins average). 5000 four packs of Grolsch won.
Featured on: Creative Showcase, Awwwards, The FWA, Digital Arts, Ads of the world
Grolsch needed to re-establish its premium credentials in an era when many credible beers are vying for the attention of beer drinkers. They also wanted to drive trial, to get lapsed users drinking Grolsch again or to encourage non users to try it.
Research showed us that when lager drinkers were prepared for the rare taste and character of Grolsch, they enjoyed the beer much more.
We created an interactive campaign that featured Grolsch’s resident psychoanalyst – the ultimate judge of rare character. Through mobile and desktop interactivity, the user found out whether – like Grolsch – they have a rare character. And if they did, they won one of 5,000 free 4-packs of the beer.