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Grolsch Bursting With Flavour Research : Creative Tests
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Grolsch Bursting With Flavour Research : Creative Tests



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  • 1. Grolsch 2009
  • 2. Grolsch 2009
  • 3. Itinerary Discovery Odyssey Flirt Escape Peregrination Invite Art Travel Expeditio n Pilgrimage MusicSound Play Sweet Science Variety Explore Journey Adventure Experimental Bitter EchoTheatre New experiences Friendships Freedom Dynamic Shared experiences Vagrancy Liberation Sensory impact
  • 4. EscapeEmotional Subconscious
  • 5. All the best stories in the world are but one story in reality. The story of escape. It is the only thing which interests us all and at all times, how to escape. Arthur Christopher Benson
  • 6. Escape Explained Now! Subliminal A beautiful, pop up world withelements of 3D and AR to entertain Temporarily and engage at different levels Return Educate about Grolsch without even thinking about beer FantasyThere is always something new here Surprise me Love escaping here Reward me Total immersion
  • 7. Play Mental Conscious SubconsciousSocial Constructive Fantasy Games With Rules Solitary Parallel Group
  • 8. Discover the World of Grolsch Online
  • 9. Travel through a pop-up world where you get a different experience each time you visit
  • 10. Discover our Beers
  • 11. Play Explained Warmth Pop-up elements are randomised (and personalised), so Create you can interact with them within a session, but theseelements may not be there when you next log in. Elements Share may be categorised and linked to “tags”, so imagery will change, but behaviours stay the same. Fantasy/fun Surprise me Play is rewarded by length of time, scope of interaction and Reward me time on site…? Immersion
  • 12. Play Longer
  • 13. Discover Augmented Reality
  • 14. Discover Surprises
  • 15. Subliminal Flavours: Subliminal Play Not all flavours are consciously recognisedSometimes we subconsciously absorb an image, sound or flavour and yet only acknowledge this once it is brought to our attention
  • 16. Subliminal
  • 17. Subliminal
  • 18. ExploreEmotional Mental Physical Conscious Subconscious
  • 19. “In wisdom gathered over time I have found that every experience is a form of exploration.” Ansel Adams
  • 20. Explore Explained Dip in ReturnThe website changes each time the visitor logs in anytimeVisitors can share all or aspects of their journeys Learn more Seasonal imagery and treatments change the familiar landscape New experienceVisitors can share all or aspects of their journeys New territory
  • 21. Create & Send Pop-Up Postcards
  • 22. JourneyEmotional Mental Physical Conscious Subconscious A container for escaping, playing and exploring
  • 23. “A journey is best measured in friends rather than miles” Tim Cahill
  • 24. Journeys Explained Drag and drop and words to describe your personal journey In timeThese words will influence how a journey looks and transforms Physical Create and save a journey that can be shared with others Mental EmotionalAllow people to add words to a journey and change the way it looks To share Journeys can house Personal comments, illustrations, thoughts, photos which can be Transformation tagged. The tags can also change the appearance of your journey
  • 25. Messaging in Banner Spaces
  • 26. Journeys & Messages
  • 27. Messaging as a multimedia journeyGrolsch library of images, sounds and words to create a messageMessage gets sent to friendThey can add their own images, sounds and words to what has already been createdMessages become threads, threads become conversations, conversations become journeysJourneys are tagged and visualised within the Grolsch landscape Every message has a level of visual impact on the Grolsch landscape Messages can morph from 2D elements and textures into 3D structures… …also offering an extension for AR features (e.g. a Grolsch bottle bursting / emerging out of card, a hummingbird in all its colour or a specific message) Messages can be created in the world of Grolsch, or via social networking apps or even a a rich media MPU
  • 28. Prizes
  • 29. Prizes will be event-driven, but there will also be prizes randomly availableon the website – a sort of online treasure hunt.We could list the prizes that are available to findStock hundreds of prizes to win over the course of the year, be as specific aspossible to our target audience. Campaign T-shirts designed by Leith and Blonde GPB and GPL T-shirts designed by Leith and Blonde Unusual weekend breaks Theatre vouchers Concert tickets (based on postcode data and assigned to a pool of members who share those postcodes) Stunt kites Restaurant vouchers Flowers for a year Zoo tickets Canoe Umbrellas Free Beer For A Year (to include free glassware & perhaps even cheese…)
  • 30.
  • 31. Stock more of the items available to winItems have to be unusual, exclusive – style unique to Grolsch