We were asked to...
Deliver an online creative experience that would satisfy the Grolsch target consumer's desire to always seek the unexpected.
To explore the use of multiple channels to drive brand interest.
And so we...
Did some R&D work that allowed us to create an interactive film hosted
on the IMMORTAL site.
The film features a conversation between two strangers in a Grolsch bar.
They discuss the concept of coincidence and the notion that you know who is going to be on the phone before you answer. At the end one of the strangers sends a text, which is simultaneously and “coincidentally” received on the mobile phone of the person viewing the film.
Seeded the content via email to the Grolsch database.
And the result was...
Numerous 'How the hell did they do that?' reactions.
An email opening rate of 81.73%, a click through rate of 37.65% and
a forward-to-friend rate of 70.6%.
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