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Crowdsearch is an obvious app for an ideal situation and supported by convenience and simplicity, it stood from the start as a strong candidate in the branded utility category. The product frames directly into 3's target audience, solves a long-standing problem, and at the same time, supports the brand's DNA. A strong exposure, a positive connection between brand and sponsorship and a social focus make it a compelling winner, as well as having an international potential and perspective that extends far beyond the Festival Square, and CrowdSearch is also awarded a responsible applause in that it restores an overview of one's friends, and thus an increased security for many parents at home. Moreover, have the gift of having the courage to launch an app that relies entirely on well-functioning technology as well as a stable network and intelligent charging stations.  Revolt for the Mobile Company 3 Category: Branded Utilities Winner of Branded Utilities Credits from: https://danishdigitalaward.dk/projekt/crowdsearch-find-dine-venner-paa-roskilde-festival/ Mobilselskabet 3 Charlotte Bak Project Manager David Elsass Vice President Revolt Malte Gaarde Concept Developer Frederik Christensen Chief Technology Officer Per Mørck UX / Visual Designer Morten Meisner Product Owner Alexander Michael Head of Activation Martin Meyer Strategic Director Nicoline La Cour Customer Service Director Marie Sofie Albrektsen Project Assistant Collaborators Folkmatic iOS development DANSK Baggrund I 2015 køber Mobilselskabet 3 sig ind som mobil-partner på Roskilde Festival. Partnerskabet betyder også, at 3 holder det næststørste sponsorat for hele festivalen efter Tuborg. Festivalens gæster repræsenterer for de flestes vedkommende 3's målgruppe, og 60% af festivalgængerne er allerede 3-kunder. Udfordringen var at skabe værdi bag sponsoratet på en festival med Tuborg som altoverskyggende sponsor. Målet: At skabe massiv opmærksomhed omkring 3 som et innovativt mobilselskab og styrke festivaloplevelsen for målgruppen. Løsning Roskilde festival er et særdeles svært sted at skabe opmærksomhed omkring et brandet budskab. Festivalgængerne er omringet af interessant indhold. Kommunikationen skulle derfor tage udgangspunkt i at skabe værdi for målgruppen og løse et konkret problem, der hvor de var. Vi inviterede derfor en række repræsentanter fra målgruppen til at hjælpe os med at mappe de største uløste problemstillinger for gæster på festivalen. Det entydigt største problem, vi identificerede, var udfordringen ved at finde sine venner i mængden af mennesker på Roskilde Festival. Vores løsning skulle selvfølgelig give mening for et innovativt mobilselskab, være nemt at bruge og gøre oplevelsen på festivalen bedre. Crowdsearch er en app, der giver dig et konstant overblik over, hvor dine venner er netop nu. App'en er hooket op med festivalens program, hvilket giver brugerne detaljeret information om deres venners gøren og laden. Når du har åbnet app’en, logger du ind med Facebook og kan med det samme automatisk invitere alle dine venner. Herefter kan du se, hvor de der har accepteret din request befinder sig ved hjælp af et interaktivt kort. Du kan dele din lokation, og din aktivitet bliver automatisk hentet fra festivalens program. Du kan også vælge at gå “off the grid”, hvis du ikke vil have, at dine venner skal vide hvor du er. Vi seedede app’en gennem 3’s eksisterende kunder, social media og pressen. Derfra gav udbredelsen sig selv via app’ens sign-up system. Brugerne kunne desuden give 3 lov til at kontakte dem fremadrettet i sign-up fasen. For at imødekomme gps'ens høje batteriforbrug leverede vi et hidtil uset antal muligheder for opladning på festivalen. Det inkluderede gratis opladning i alle festivalens ladestationer, “smart table tennis” med indbyggede ladere og strømforsyning i en række særligt udformede chill-out områder. Over hele festivalen var de 130.000 gæster mere forbundet end nogensinde. Resultat I løbet af en uge blev app'en downloadet over 33.000 gange, hvilket svarer til over 25% af gæsterne på festivalen. Det betød at app'en lå #1 i App Store under festivalen. I gennemsnit brugte hver bruger over en halv time i app'en. 8.000 danskere gav 3 tilladelse til at kontakte dem efterfølgende. Vice President fra 3, David Elsass, udtaler: "Resultaterne har været helt fantastiske. Vi har fået mere end 33.000 download af vores app, og vi har fået rigtig mange positive kommentarer på sociale medier og i pressen (...) Der er ikke nogen tvivl om, at vi vil fortsætte med at lave denne type markedsføring i fremtiden, og jeg tror også, at det er, hvad forbrugerne forventer af os." App'en fik massiv opmærksomhed fra medierne. Samlet set nåede vi ud til over 6 millioner mennesker gennem PR alene. Det svarer til en medieværdi på 1,6 millioner kroner. Pressen skrev blandt andet: "Der var engang, hvor man kunne blive væk på en festival med over 100.000 besøgende. Men den tid er muligvis snart ovre." - Jyllandsposten. "Ved hjælp af telefonens GPS kan du holde øje med, hvor dine Facebookvenner hænger ud, og hvilke koncerter de er til, så du ikke skal bekymre dig om, hvorvidt den klassiske "Hvor er I?!"-sms nu også er kommet frem." - dr.dk. "Appen er lige så præcis som telefonens GPS tillader." - Soundvenue. Der blev brugt 0 kr. til paid media. (English translation + Google translate) Background In 2015, Mobilselskabet 3 acquires itself as a mobile partner at Roskilde Festival. The partnership also means that 3 holds the second largest sponsorship for the entire festival after Tuborg. The festival's guests represent the target audience of most 3, and 60% of the festival-goers are already 3 customers. The challenge was to create value behind the sponsorship at a festival with Tuborg as the overriding sponsor. The goal: To create massive awareness around 3 as an innovative mobile company and enhance the festival experience for the target group. Solution Roskilde festival is an extremely difficult place to raise awareness about a branded message. The festival-goers are surrounded by interesting content. Communication should, therefore, be based on creating value for the target group and solving a specific problem wherever they were. Therefore, we invited a number of representatives from the target group to help us map the biggest unresolved issues for guests at the festival. The single biggest problem we identified was the challenge of finding his friends in the crowd of people at Roskilde Festival. Our solution should, of course, make sense for an innovative mobile company, be easy to use and make the experience at the festival better. Crowdsearch is an app that gives you a constant overview of where your friends are right now. The app is hooked up with the festival's program, which gives users detailed information about their friends' doings and barns. Once you open the app, you sign in with Facebook and can instantly invite all your friends. Then you can see where those who have accepted your request are using an interactive map. You can share your location and your activity is automatically downloaded from the festival's program. You can also choose to go "off the grid" if you don't want your friends to know where you are. We seeded the app through 3 existing customers, social media and the press. From there, the spread gave itself through the app's sign-up system. Users could also allow 3 to contact them going forward in the sign-up phase. To accommodate the GPS's high battery consumption, we provided an unprecedented number of charging options at the festival. It included free charging at all festival chargers, smart table tennis with built-in chargers, and power supplies in a number of specially designed chill-out areas. Throughout the festival, the 130,000 guests were more connected than ever. Result Over the course of a week, the app was downloaded over 33,000 times, which equates to over 25% of guests at the festival. That meant the app was ranked # 1 in the App Store during the festival. On average, each user spent over half an hour in the app. 8,000 Danes gave 3 permission to contact them afterward. Vice President of 3, David Elsass, comments: "The results have been absolutely amazing. We have received more than 33,000 downloads of our app and we have received a lot of positive comments on social media and in the press (...) There is no doubt that we will continue to do this type of marketing in the future, and I also think that's what consumers expect from us. " The app got massive media attention. In total, we reached over 6 million people through PR alone. This corresponds to a media value of 1.6 million kr. The press wrote: "There was a time when you could be away at a festival with over 100,000 visitors. But that time may soon be over." - Jyllandsposten. "Using the phone's GPS, you can keep track of where your Facebook friends are hanging out and what concerts they are at so you don't have to worry about whether the classic" Where are you ?! "text messages have now also emerged . " - dr.dk. "The app is as accurate as the phone's GPS allows." - Soundvenue. 0 kr was spent on paid media.
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