| Title | CROWDSEARCH |
| Brand | 3 MOBILE |
| Product/Service | MUSIC FESTIVAL APP |
| Category |
A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign) |
|
Entrant Company
|
REVOLT København, DENMARK
|
|
Advertising Agency
|
REVOLT København, DENMARK
|
|
Advertising Agency 2
|
FOLKSAM VAHINKOVAKUUTUS Helsinki, FINLAND
|
Credits
| Morten Meisner |
Revolt |
Head of concept development |
| Per Mørck |
Revolt |
Head of design |
| Frederik Christensen |
Revolt |
Digital designer |
| Malte Gaarde |
Revolt |
Concept developer |
| Alexander Michael |
Revolt |
Concept developer |
| Ivan Pavlovic |
Folkmatic |
iOS Developer |
| Igor Rankovic |
Folkmatic |
Backend Developer |
| Zoran Pantic |
Folkmatic |
Technical Project Manager |
The Brief
CrowdSearch adresses a basic problem concerning all people attending an event gathering a large amount of people at a small space.
CrowdSearch uses the smartphones GPS along with the official map of the festival and the music and events programme to enable your friends to see what you are doing at that exact moment.
We also had to consider the battery lifetime of the phone, as the GPS functionality is extremely battery consuming. To meet this problem we built the app, so that it only updates your location when you are moving, and since you stand still a lot of the time at a festival this was extremely effectual.
The budget and timespan was extremely tight. We had only two months and 70.000 € to build the app. To be able to complete the idea we agreed with 3 Mobile to do it as a joint venture, providing half the costs ourselves.
Roskilde Festival hosts 130.000 people for four days of music and cultural experiences. The place is extremely crowded and most people go there to get lifetime experiences with their friends.
The app is a public release.
The client approached us, because they decided to sponsor one of Europes largest music festivals. Instead of activating a traditional sponsorship, we went back to look at what problems and needs, the client would be able to solve.
We gathered a group of previous festival goers to try and map out what issues and needs they have experienced at the festival. The one problem that came up again and again was the difficulties finding your friends at a festival.
As a telecommunications partner it would be obvious for 3 to help people keep in contact with their friends at the festival.
The app builds on existing platforms like Find My Friends and take this idea into a cultural context, adding custom maps and event timings to create a better festival experience.
We expect to apply this technology to more festivals and events around the world. We also expect to build on the amount of information you can get in the app, in relation to the event you're attending and the people who are there.
We hope that this approach to advertising will inspire more agencys to think about how they can add value to a brand by solving needs for their consumers.
Key results:
- 33.498 app downloads in less than a week
- #1 app in the app store during the festival
- More than 5 million media impressions
- More than 20.000 hours of use