About the project
The digital platform developed by grey, is a real time, integrated chatbot messenger experience, that lets consumers walk a 21st century mile in someone else’s shoes.
Targeted social ads connected consumers directly to our influencers, where they were guided to secret hideaways, underground parties, beat shops, concerts, and bars. All based on their life experiences and personalities.
They interacted with our audience through conversation, instructions, photos, and a raft of other personalized content - playlists, photos, insider tips, they would also order in-bar discounts and even order the taxis.
Using a multitude of technologies, we created unique, immersive journeys around Belgrade that let you experience their lives as if you were them.
Beyond demographics, our approach was to connect with them was by tapping in an attitudinal truth that united them – their desire to explore.
My role
My role on the project was to develop a graphic identity that effectively communicated a duality of experiences, I had to keep true to Tuborgs original brand guidelines but brought fresh visuals and type enhancements where I thought they worked best. I directed the new look and feel across both static and moving assets to most effectively communicate messages across all platforms including short video clips cut for use in the chatbot experience itself.
Results
55% increase on Facebook click through rate from last years campaign.
25% increase on Instagram click through rate from last years campaign.
Over 500 unique journeys taken in under 2 weeks.
22% re-engaged with chatbot again the day after.
24.9% of people who got to the chatbot landing page, chose to activate it.
96% of people who activated it, engaged with it.
Credits
Executive Creative Director: Jimmy Blom
Creatives: Oscar Müller & Sabine Stromsky
Digital Designers: Simon Kinslow & Alexander Melville
Head of Delivery: Leanne Esposito
Content Producer: Jose Galan
Account Director: Matt Booth
