Carlsberg BrewHouse - Concept description

CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

Client: Carlsberg Project name: Visit Carlsberg Delivery: 24 October 2014

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

Dora Kontha Passionate analog photographer & designer who is interested in UX, visual communication & typography. dora.kontha@gmail.com

Lyubomir Spirov VIsual designer/illustrator with a strong passion for digital arts and copywriting. lss90@mail.bg Mob: +45 27 82 28 61

Teodor Voicila Graduated Computer Science and looking forward to develop new creative skills. teocris92@gmail.com Mob: +45 71 60 52 49

Atanas Bozhikov Graduated 3D Designer. Worked as graphic designer and CMS system administrator for Glostrup Kommune. atanaslb1@gmail.com Mob: +61 77 19 19

Eduard Arnautu Finished Multimedia Design.

Currently trying to redefine personal experiences through music. edgitarra@gmail.com

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

Table of Content

Page No

1. Introduction

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2. Client Goal

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3. Concept Description

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3.1. Street Brewhouse campaign 3.2. Idea generation 3.3. Design Principles 3.4. Moodboards 3.5. Chosen platforms and technologies 3.6 Game user scenario, usage and benefits 3.7 Concept values 3.8 Contextual mindset

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4.Launch plan

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5. Research (Coca Cola, Heineken) Target Group

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6. Budget

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7. Project management breakdown

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8. Conclusion

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9. Appendix

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

1. Introduction Carlsberg is a Danish beer trademark that was founded in 1847 by JC Jacobsen. The first advanced brewery was named after his son Carl and bjerg (related to the Valby hill), where its foundation was built upon. Ever since, Carlsberg’s success has played an important role in Danish society not only as a high quality beer producer but also as an organization that supports art, science and culture. In 2014 the company’s board approved a new project that has a vision of creating a modern outlook of the brewery; to bring in new experiences and attractions in accordance to the latest technologies in the name of Carlsberg’s past, present and future. The completion is set for March 2017 when the company is celebrating 170 year anniversary. On that occasion, the renovated brewery is going to open its doors for the first time. However, in order to create awareness for the upcoming event, Carlsberg needed our group as an e-Concept development agency to help them in coming up with an efficient pre-launch 1 campaign.

2. Client Goal As stated in the client brief on the 20th of October, Carlsberg needs a pre-opening idea for Carlsberg Brewhouse. The activation campaign will be introduced in January 2016 and it will run until October 2016. The campaign should be digital, physical, playful and it could also include gamification. The campaigns primary objective is to secure the first-year attendance and income targets by creating awareness across all potential markets. Both paid, owned and earned media should be used as marketing channels. The pre-opening idea for Carlsberg Brewhouse should build a sense of excitement, anticipation and it should further position Carlsberg Brewhouse as the embodiment of Carlsberg’s brand values, by communicating the concept, content, scale and scope. The target group is the Millennials 2 (people born between 1980-1995) and the total budget is 2.000.000 DKK.

3. Concept Description In this report we will describe our concept both contextually and graphically. The contextual description will introduce user-centered scenarios. It incorporates ethnographic methods for gathering relevant data to the product via field studies and rationalizing workflows. In practice, this means that researchers aggregate data from customers in the field where people are living and applying these findings into a final product. Contextual Design can be seen as an alternative to engineering and feature-driven models 3 of creating new systems. And the graphical description will visualize both the exterior and interior of the futuristic street module. We decided that in order to better describe and show our ideas and design.

3.1. Brewhouse campaign Our concept is willing to share the future technologies with people from all over the world. The main element of our solution for the pre-launch campaign is an Interactive EXPO Module through which people can interact with uncommon technologies and gadgets, in an unforgettable, personalized and playful way. The solution involves the latest innovations in matter of technology, as Carlsberg is a 4 leading brand. Carlsberg has always tried to keep up with the latest consumer trends and 5 innovations.

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http://www.carlsberggroup.com/Company/heritage/Pages/FoundingCarlsberg.aspx [accessed 21.10.2014] Client Brief on 20.10.2014 http://en.wikipedia.org/wiki/Contextual_design [accessed 22.10.2014] http://www.statista.com/statistics/304139/leading-brands-of-canned-lager-in-the-uk/ http://startvaekst.dk/file/8851/Indl%C3%83%C2%A6g_Carlsberg.pdf [accessed 22.10.2014]

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

The entrance of the Interactive EXPO Module will be the iconic Carlsberg beer can. The can will consist of flexible digital screen and it will be 4 meters tall. The rest part of the futuristic module will be luminarium, providing place for more visitors inside. During June 2016, the Module campaign will be present in Paris. The reason for choosing this time and place was triggered by the EURO 2016 football competition, which is going to take place in France. This event will bring together people from many different countries to Paris. Curious people will interact with EXPO module and share their experience through the social media channels.

How do we interact with the people?

The Interactive EXPO Module will be placed near the Eiffel Tower in Paris, where many people gather constantly. When people pass by the area they will see our concept and indications that ask them to turn on the Bluetooth function from their mobile devices. In order to tease and make them curious 6 about the module, we will use the Beacon technology. This way, the public will get closer and experience Carlsberg from inside the EXPO module. The flexible screens will be interactive and will project 3D hologram images of the Brewhouse event. On top of the iconic Carlsberg beer can, there will be projected 3D hologram of the Brewhouse. We expect that to attract the attention of people situated in a longer distance from the Interactive EXPO Module, visitors not willing to use the Beacon technology or just give people 3D hologram and unforgettable experience.

Exterior prototype for Interactive EXPO Module in Paris:

The experience At the entrance of the Interactive EXPO Module, a facial recognition system will scan the visitor’s face.

The purpose of this system is to provide the user with a personalized experience further inside.

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Beacons: http://www.businessinsider.com/beacons-and-ibeacons-create-a-new-market-2013-12 [accessed 22.10.2014]

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

The system will gather relevant data of the user’s social media behavior and it will use them only while the visitor is inside. After the curious person enters the module he/she will come across lights, sounds, holograms, 3D hologram selfies, interactive flexible screens and sensors, while a suited game scenario will engage the person. All the games and interactions will have a visible Carlsberg trademark and other relevant information related to their brands and history. At the end of the whole tech experience, the visitors will be given the opportunity of winning a free Carlsberg sample right away and they can also sign-up for a worldwide competition for winning a trip with their friends to Copenhagen at the official Brewhouse opening in 2017. As for the local Danes, the prize will only consist of the free sample and tickets for the big opening event. The sample and the sign-up can only be earned with the condition of letting the internal system post a social media update using the #BrewhouseCopenhagen on behalf of the user. The post will also include a link to the future Brewhouse concept and opening details. This way, the visitors of the Interactive EXPO Module could share their inside experience with their friends along with the Brewhouse opening awareness message. If people don’t agree to share anything on the social media channels, it’s their decision and Carlsberg will respect it. Still, they will leave the module with an amazing story to pass along in other ways.

Interior prototype for Interactive EXPO Module:

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3.2. Idea generation

Idea generation is a creative process of creating, developing and communicating new ideas within a group. The idea can be both visual, abstract or concrete. Crazy, unusual and surprising ideas are welcomed during the process.

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

Our first step during idea generation was the mind map, which is a diagram used to visually organise different kinds of information. Our mind map was created around the Carlsberg Brewhouse and we connected various keywords, concepts and values around it. Some of them were gamification, social media, new technologies, interactive, viral, global celebration and sharing. Then a list was made that described the functionalities of Carlsberg Brewhouse, which included a restaurant, a bar, a social place for both children and their parents, terraces, concert venue, mall, museum and a location where it’s possible to watch football games. Finally circle writing was used to summarize and build upon our ideas. This method helped us gather and discuss many different concepts for our final solution.

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3.3. Design Principles

Our design principles are based on Carlsberg Group's CEO Jørgen Buhl Rasmussens Brewhouse Vision: “We will create a truly inspirational place that first and foremost must be about bringing people together around an unprecedented global celebration of all that was, is and forever will be Carlsberg and in 7 doing so transforms the lives of everyone it touches.”

Jørgen Buhl Rasmussen CEO, Carlsberg Group We will also consider Carlsberg's brand platform as main principle in our design, where sharing is the essence of the user experience. And it further stretches from sharing a great heritage, great stories and great beers to great passion, great moments and great ideas. The purpose will be to iconize Carlsberg as premium, cultural, innovative and adventurous in a new digital way.

Digital & physical Carlsberg wants to have a campaign with digital content generator which enables the users to interact with the world. Physical and digital is combined to reach out the public in a playful and gamification way. The purpose of it is to give the user sense of excitement and anticipation. The campaign is a must see attraction with the newest digital technology. And on top of that it involves the social media, where payed, owned and earned medias are engaged by the users and further spread the brewhouse campaign worldwide.

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3.4. Moodboards

Based on the design principles and on Carlsberg's brand platform, we created a moodboard that will be used as guidelines in creating the brewhouse campaign. The moodboard contains images based on the idea of sharing, being together in a digital, interactive and playful environment. The user experience should be personalized, engaging and unforgettable.

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Client Brief on 20.10.2014

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

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3.5. Online media plan

Platforms Social media is an essential element of our campaign for Carlsberg Brewhouse, as it helps us to communicate our message clearly and efficiently with a large amount of people exclusive of nationality, gender, age, interest and income. Our chosen platforms for social media are Instagram, Twitter, Facebook and Sina Weibo.

Instagram is currently the most popular online photo-sharing application, that enables its users to take pictures, videos and share them on a variety of social networking platforms. Using proper hashtags can create more awareness and the hashtag names have already been determined: @brewhousecopenhagen and #brewhousecopenhagen.

Twitter will be used to write and send short 140-character messages about the Carlsberg Brewhouse experience. Journalists, bloggers, technology lovers and big influencers with many followers will be able to share their experiences about the Carlsberg Brewhouse via this platform.

Carlsberg has around two million followers on Facebook and it will also be an important platform to introduce the digital campaign. Chinese Sina Weibo microblogging site is a hybrid of Facebook and

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

Twitter and have 503 million registered users. It is one of the most popular sites in China and about 8 100 millions of messages are posted every day on Sina Weibo.

Technologies Entering the Interactive EXPO Module will be futuristic, innovative and interactive experience. Scenes and colors will changes occasionally and make people capture the essence of the brewhouse in a picture or video and then share it on an online media platform. The holograms and the games are captivating and entertaining, the award is easy to get, so there is an extremely high possibility that visitors will share their first impressions and experience with their friends.

Flexible display means bendable screen that is flexible in nature. In the recent years there has been a growing interest from numerous consumer electronics manufacturers to apply this display technology 9 in mobiles phones, e-readers and consumer electronics. Having flexible screens at Carlsberg Brewhouse creates a modern and innovative environment, where basically everything is possible to interact with and knowledge-share, while having fun.

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3.6 Game user scenario, usage and benefits

Perpetual Transformation Mechanism The user will enter the Interactive EXPO Module. Based on the facial recognition systems of the mechanism, data about the entering user will adapt to the main system. For example, if the person’s favorite color is blue, the whole room will turn into blue. The data, which will get into the system is subtle so as not to defy the integrity and character of the user. The game itself is continually transforming. Depending on the social data of every user, the game gets customized. Let us say that the mechanism will create a personal profile of each user and then create by itself a game, which will be suited to the user. In a matter of seconds a game is created using extracted programming code that gets compiled, and runs as much as the user is up to be in the cabin. When a different user enters in the cabin, the game will change and the experience will be different. It’s all about sharing.

Music with me Based on similar concept as the Perpetual Transformation Mechanism (from above), the user enters the Interactive EXPO Module and the mechanism grabs the social profile of the person. The system will find songs which are on the liking list of the person; the song is processed into a software that can make it malleable, so as the person can modify his favourite song, ranging from playing with song parts, or adding more instruments. The person is doing all this through bodily movements, which will be adapted to the main system of movements. Various factors get adapted to the body movement, like the volume of the sound, the musical scales, the instruments and their velocity/intensity etc.

I am Carlsberg - HiStory The game represents a huge compilation of the Carlsberg stories. The user can have access to any part of the history of Carlsberg with multiple points of view. Imagine the map of the whole Carlsberg area. The user can choose an year, back until 1847, and choose also a location in the Carlsberg area 8 9

http://en.wikipedia.org/wiki/Sina_Weibo http://en.wikipedia.org/wiki/Flexible_display [accessed 22.10.2014]

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

(the horses stable, the brewery etc). This will tell different stories and at the end, the user will have the chance to get a beer or other sample from Carlsberg.

BREW ME An interactive game where the user has the chance to learn the process of brewery and actually play a game based on this. The user will manipulate the making of beer using bodily movement and a Kinect console. At the end, a beer will show up as a present to the user.

Time Stop Since we don’t know how exactly technology will evolve in two years time, and since this game is already available, it is possible to create an amazing experience using gravity. The room itself can have the gravitational acceleration factor modified, thus when the user enters in the cabin, he/she can float. The whole cabin will be made of screens including the floor, which can have 120hz 3D projection.

The user can choose to be on Mars with Carlsberg or somewhere in a 3D jungle. The user can adjust the speed of the 3D interactive video and the gravity factor, in order to slow down time or make it back to real.

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3.7 Concept values

The module concept gives regular people the opportunity of trying out the latest technology for free.

Carlsberg is making this accessible because they want to raise awareness for the future Brewhouse which is also part of a new experience they are going to offer to their visitors. Sharing is another important part of our solution. Carlsberg has been doing this since the beginning of their history and 10 11 they shared their success and resources with the Danish society and other CSR campaigns .

Personalization of the experiences inside the module also proves how much the Danish company cares about their customers preferences, interests and hobbies.

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3.8 Contextual mindset 12

We live in the Age of Context and we tried to shape our concept guided by the following 5 forces: Mobile, Social Media, Data, Sensors and Location Based Services. These forces are present in our everyday life and in many cases we are not even aware how easy it is to use them in the people’s advantage. In our case, we used the fact that almost everybody carries a smart device with them at any time, so we could use this fact and communicate the campaign through the Beacon technology.

The Beacon technology has already been explained in the concept description. This way we’ve made use of the location, the mobile factor, and sensors from the phone. The module also makes use of big data. This happens when the face recognition system triggers the internal system to gather 13 personalized data about the ones entering the experience. Almost 1.5 billion people are using social networks, businesses are using them to connect with customers and Carlsberg is also going to take advantage of this through our concept.

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Carlsberg Foundation: http://www.carlsberggroup.com/Company/Foundations/CARLSBERGFOUNDATION/Pages/Default.aspx CSR: http://www.carlsberggroup.com/csr/ourstories/Pages/OurStories.aspx “The Age of Context” by Robert Scoble and Shel Israel, released on September 25, 2013. http://www.dreamgrow.com/social-media-trends-2013-1-5-billion-people-using-facebook/

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

4.Launch plan The launch plan is represented as a graphic timeline that shows the milestones for our project in 2016.

The beginning of the campaign starts off in January when teaser videos for the Brewhouse will be released to the public. They will be streamed from January until March and then followed up by the street campaign. The street campaign will be launched in Paris during the whole June. Then it will move to Copenhagen and run until November.

5. Research In order to validate our concept, a research was conducted to explore both Carlsberg’s target group and the relevancy of our approach by examining other interactive campaigns of worldwide companies.

As stated in the client brief, Carlsberg’s target group is very broad and ranges from Scandinavian family groups to tourists, VIP guests, local employees and millennials. However, for the Brewhouse project, the company has stated that their prime focus is on the millennials. According to the authors William Strauss and Neil Howe, this term means that each generation has specific characteristics and the millennials are associated with a strong sense of community in both local and global manner.

14 15 We’ve picked up two cases by Coca-Cola and Heineken who are famous with pushing the creative limits with unique campaigns.

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https://econsultancy.com/blog/63175-10-inspiring-digital-marketing-campaigns-from-coca-cola#i.1k3xg8xhuhecdr

[accessed 22.10.2014] 15 http://blog.mainstreethost.com/open-your-world-what-small-businesses-can-learn-from-heineken#.VEgNSfmsV8E [accessed 22.10.2014]

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

An example that incorporates a strong technical approach for a promotional campaign is the Coca 16 Cola Outdoor Interactive experience that was held in China . They developed an interactive media software that maps the faces of participants onto 3D singing animations, which was then mixed with Chinese music. By putting a special music studio and building a big TV wall above it, Coca Cola created a unique and playful experience for everybody that required minimum interaction with the module. All was required to do, was taking a picture inside the special photo booth and then the software renders the outcome into a cheerful animation.

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Another inspirational marketing campaign that we looked into was carried out by Heineken at Milan Design Week 2013. It is entitled Heineken Ignite and its idea was based on experimentation and innovation through the vast usage of technology that would result in a memorable experience. The brand took into consideration the existing behavior of their consumers and came up with a concept that uses technology in the background with the purpose of centralizing social interaction between beer drinkers. The invention that Heineken introduced was in the shape of interactive bottles that ignite every time people say “cheers”. There are also other complementary effects such as sparkling whenever somebody takes a sip, falling asleep when untouched and lighting to the rhythm of the music that was played.

Conclusion of Research Given the short time frame we have got for this project, our research was limited to finding out how 18 19 worldwide-known companies such as Coca-Cola and Heineken approach their audience by taking advantage of the latest technological inventions. In both of the examples above, social activity is not only centered but also encouraged by the brands through entertaining platforms that run in the background and evoke memorable experience.

6. Budget Technology prices Hologram is a technique which enables three dimensional images to be made. It is a physical structure 20 that diffracts light into an image. Hologram images involve the use of a laser, interference, diffraction, light intensity recording and suitable illumination of the recording. Dennis Gabor, the hungarian-british physicist was awarded the Nobel Prize in Physics in 1972 for inventing and developing the holographic 21 method. Using holograms of superstars are getting popular, for example in 2002 at Coachella Festival in the United States a lifelike hologram image of Tupac performed during Snoop Dogg and Dr. 22 Dre’s concert. It was reported that a four minute hologram performance cost between 100,000 and 23 400,000 Dollars. It was reported, that at Billboard Music Awards in 2014, Michael Jackson’s

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https://youtube.com/watch?v=RoN_xxGcXzk [accessed 21.10.2014] https://youtube.com/watch?v=cURecvj0flM [accessed 21.10.2014] https://www.youtube.com/watch?v=RoN_xxGcXzk [accessed 21.10.2014]

https://www.youtube.com/watch?v=cURecvj0flM [accessed 21.10.2014] http://en.wikipedia.org/wiki/Kinect 20 http://holocenter.org/what-is-holography [accessed 21.10.2014] 21 22

http://en.wikipedia.org/wiki/Holography [accessed 21.10.2014]

http://www.rollingstone.com/music/news/report-tupac-hologram-at-coachella-cost-at-least-100k-20120416 [accessed 21.10.2014] 23 http://hypetrak.com/2012/04/tupac-hologram-cost-10-million/ [accessed 21.10.2014]

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6 24

hologram nearly 14-minute performance cost multiple millions of dollars. The 4K Ultra HD TVs (also known as UHD TVs) deliver four times as much detail as 1080p Full HD, that's eight million pixels compared to two million pixels. What that means in terms of potential image clarity is more fine detail, greater texture and an almost photographic emulsion of smoothness. The approximate price of a 4k screen, can start from 2000 dollars. Kinect is a motion and sensor device, developed by Microsoft for Xbox, commonly used for console games. The controller of the game is the user himself, which is constantly filmed and sensed by the Kinect device. A simple Kinect device costs around 40-50 $. New applications can be developed through this device; an example of this is the Windows Programming Guide(SDK) for Kinect.

in DKK

DKK

7. Project management breakdown We started the Carlsberg project right after the client brief with a brainstorm on campaign ideas. All ideas were presented during the group meeting the day after. During and after the idea presentation we did not use words like “Bad idea” or “No”, but rather “Why” and “How”.

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http://arstechnica.com/business/2014/05/minutes-long-michael-jackson-hologram-show-cost-multiple-millions/ [accessed 21.10.2014]

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

At the same time we were brief in our conversations, because we quickly realized the biggest challenge we had for this project. It was the very limited time. We had only three full days to generate ideas, select some, agree and further develop them best possibly for a global campaign. On top of that we needed to make a research and come with estimate budget plan, and describe the whole process and campaign in a report.

We created a shared Google document and agreed on the table of content for this report. Each team member was encouraged to take ownership of specific part of the project. This project management approach helped our group get more done by making milestones and assigning members to the different tasks with a given time estimation. After that we spread out the work and each group member contributed on the project individually. That was needed, since some of our group members were not able to meet personally for group work, but contributed to the report from a distance.

Each group member could be updated online about task progress and pendings. We agreed on online group work in order to keep refining and testing the solution. We agreed that working individually from a distance was efficient and productive, because we were focused more on the project itself, rather than using time for conversation when working as a group. On the other hand we believe that we could have been better oriented towards the project management process, considering the short deadline.

8. Conclusion This project is approached as a conceptual solution that will help Carlsberg in the process of the prelaunch campaign for the renovated Brewhouse. However, due to the short time frame that our group was given, we’ve outlined our concept based on a brief research that centralizes social activity through interactive media platforms under their brand. What will make our concept an efficiently working campaign is that it covers the main point that Carlsberg put an emphasis on - sharing great moments together with the newest interactive technology and give the users unforgettable, personal experience.

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

9. Appendix The documentation of our mind map and brainstorming process

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

Idea for the inside and outside look of the experience house.

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CONCEPT DESCRIPTION REPORT TEAM9, E-Concept Development, Semester 2, Project 2A, Group #6

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