Grolsch | TIFF

Crafting Grolsch’s Dynamic TIFF Platform for Unforgettable Engagement

Introduction

The collaboration with Grolsch led to the conception and execution of their comprehensive TIFF platform. Our partnership journey encompassed every facet, spanning from initial exploration to on-premise activations and a diverse range of media, including print, digital, social, and OOH. With the creation of more than 50 distinctive pieces of media, our focus was on showcasing the beer’s role behind the scenes at TIFF. While the media components were central, the activation’s standout element was the captivating fusion of retail, on-pack, and on-premise engagements.

Challenges and Objectives

The core challenge was to cultivate an immersive and resonant presence for Grolsch within the context of the Toronto International Film Festival (TIFF). Our objectives encompassed the development of a multifaceted activation that intertwined media creation with retail, on-pack, and on-premise interactions, creating an enriching and unforgettable consumer experience.

Innovative Media Production

The execution involved a remarkable media production effort, which gave life to over 50 distinct pieces of content. Each piece was designed to spotlight the symbiotic relationship between Grolsch and the vibrant tapestry of TIFF. These media assets unveiled the compelling narrative of the beer’s presence within the festival, crafting an intriguing backdrop to the overarching campaign.

Captivating On-Premise Activation

Central to the activation was a meticulously curated on-premise engagement, designed as a social lubricant. This dynamic blend of a party, trivia, and TIFF-themed game fostered branded interactions and connections among patrons and consumers. Our custom game spotlighted Grolsch’s role in fostering communal conversations and social camaraderie.

Innovative Retail Engagement

A key highlight was the introduction of an innovative game within core bars and restaurants across Toronto. The patrons were handed a deck of cards along with a bag of popcorn, igniting conversations surrounding cinema/TIFF. Seamlessly combining trivia and social interactions, this engaging experience added a layer of playful sophistication to Grolsch’s brand identity.

Resounding Success

By gaining over 20 new listings within the core market and a consumer brand survey score that ranked Grolsch among the leading brands recognized as a TIFF partner, the results were truly gratifying. By intertwining captivating media creation, on-premise activation, and inventive retail engagement, the brand achieved a resonant and immersive presence. The game, in particular, empowered the sales team and patrons to foster engaging interactions, highlighting Grolsch’s role as a catalyst for shared experiences and conversations.

Conclusion

The Grolsch-TIFF collaboration exemplifies the art of seamlessly integrating diverse marketing components into a harmonious whole. Through innovative media creation, captivating on-premise activations, and inventive retail engagements, the brand succeeded in crafting an experience that transcended traditional advertising. This case study underscores the power of multifaceted engagement in forging a deep and enduring connection with the audience, setting new standards for brand presence and audience interaction within the dynamic landscape of the Toronto International Film Festival.