Marketing Campaign — Tuborg x DropBucket
Tuborg utilized Dropbuckets as a canvas for their “Drink with respect” campaign. The DropBuckets became a sustainable and functional media placed centrally in the camps that invited the festival guests to interact with the campaign and also help them keep their camps cleaner. Each day, the winner for the best-written proposal on the bin was selected from social media. The winning pictures were shown on screens next to the Orange Stage, and every day at “Orange Press”, the festival newspaper.
Project
Tuborg
2016
Branding
Key Skills
Branding experience
Project management
4000
DropBuckets were distributed at Roskilde Festivals as a part of the “Drink with Respect” campaign
30
Ambassadors were spreading the message and surprising the winning camps each day
350+
Pictures were uploaded on Instagram and Facebook during the campaign
600.000L
of waste were collected during the week
Challenge
Tuborg launched their campaign “Drink with Respect” at the Roskilde festival to promote responsible drinking without pointing any fingers. To do so, they wanted to engage with the audience so that they would feel inclusive rather than judgemental.
Solution
By promoting “Drink with respect” DropBucket bins, Tuborg had the unique possibility to become a central part of the camps. A competition written on the bins invited people to interact and participate in a fun and gamified-way campaign. Thirty ambassadors were spreading the word about the competition and waste sorting during that week. The competition engaged people to upload a photo from their camp with the bin where they filled in, whom they wanted to drink with respect for, and each day a winner with the best idea would be selected. The winner received a camp-makeover, which included a clean up from DropBucket and festival gear from Tuborg. A big DropBucket was built to drive around the camp site and eventually stop at the winning camp. Furthermore, the winning pictures were shown on the Orange Stage screens and in the festival newspaper Orange Press each day.
— We believe we can obtain a relevant campaign at eye level by asking the festival guests to share their messages. The collaboration with DropBucket made it possible to be a central part of the camp atmosphere and involve guests in a competition on the DropBuckets that encourage people to consciously think about what they want to drink with respect for
