Cannes Lions

GROLSCH POPNETICS

ISOBAR , Amsterdam / GROLSCH / 2015

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Overview

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Credits

Overview

Description

This is an activation event, that took place at 2 festivals in Romania, called “Change the city with creativity”. Besides lots of music performances, the festival is a stage to share ideas on how improving the city and to connect people to make ideas happen. A party with a purpose.

Grolsch Popnetics is software that is able to recognize the unique sound of a ‘pop’ of the Grolsch swingtop. ‘Fake pops’ won’t work! Once it has captured a ‘pop’ it triggers an action. At the festivals, it triggered a custom-built paint cannon to fire paint at a huge stenciled wall. By ‘popping’ festival go-ers contributed in the co-creation of a unique mural, revealed at the end of the festival.

It showed the audience they can help improve their city, it provided an engaging Grolsch brand experience … and it drove the sale of Grolsch swingtops at the festivals.

Execution

We developed Popnetics; a piece of software that is able to recognize the unique sound of a ‘pop’ of the iconic Grolsch swingtop. It can distinguish it from ‘fake pops’ and measure variables like volume and tone. It captures the 'pop', sends the data to the cloud and uses it to trigger … something special.

At two festivals in Romania we used Popnetics to trigger a custom-built paint cannon. By ‘popping’ a swingtop, festival go-ers fired paint at a huge stenciled wall and contributed in the co-creation of a unique mural, revealed at the end of the festival.

Outcome

As mentioned, we gave the audience an experience they wanted to be a part of. A unique, physical and impactful brand experience right at the moment of consumption. Around 700 visitors joined in the co-creation of the artworks (near maximum capacity) and many more were spectators for a prolonged period of time. The artworks shared on Facebook were viewed 50.000 times and the free-publicity about the project reached over 750.000 Romanians.

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