The aim of the campaign was to successfully communicate the advantages of the beverage can and to communicate the facts effectively both in an analog and a digital manner. The sparkling and refreshing elements that are associated with the beverage can were to be utilized in order to move it more into the focus of young consumers. Thus, VOK DAMS designed a young, fresh and innovative hybrid event for Ball Packaging Europe, one of the leading manufacturer of beverage cans in Europe.
Af first, the main creative hub was the website dosionair.de, which was connected with the popular social media networks. Here, internationally acclaimed musicians and street artists showed and shared their visions for the beverage can and called on their fans to create user-generated content.
This dialog was taken up and continued live at the “fresh-up kiosk”. The “fresh-up kiosk” invited participants to linger, to join in and to chat. In a relaxed atmosphere, the young target group was furthermore given the opportunity to learn about the beverage can’s sustainability perspectives and its environmental soundness. The currency at the kiosk: user-generated content, which was e.g. generated via pay-with-a-tweet or via a kick-the-can game in which a recycling mechanism released the balls.
By consistently interlinking such digital and analog experiences, more than ten million impressions were generated on facebook over the past twelve months. The main page www.dosionair.de was clicked more than 100.000 times over the same period of time. The engagement (i.e. the performance figure for user-generated content: accumulated likes, comments, reposts, clicks, intervisibilities of friends and other interactions) can be rated with more than 2.000.000.
