Grolsch – Character Test

The 'Rare Character Test' invited fans to beat a psychologist in an interview. If the analyst felt you had enough character you were presented with awesome Grolsch rewards.

Read more

Grolsch has a Big and Bold flavour – a rare character amongst lagers. Our challenge was to bring the idea of ‘rare character’ to life, by creating a piece of digital work that would not only involve and engage people but also drive trial.

The Rare Character Test is a desktop/mobile interactive experience, asking users to text their answer to a simple question. They then undergo the strange experience of watching their answer appear from a fax machine in a video, the main character then calling to respond to them through their phone. Through this ‘personal’ call, which references the user’s answer, they learn whether they have rare character and therefore deserve free beer.

Winners were then texted a mobile-optimised coupon they could reclaim nationwide, for 4 Big, Bold flavoursome bottles of Grolsh.