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London
Sydney
119 Alexander Street,
Crows Nest, New South Wales,
2065
Crows Nest, New South Wales,
2065
+61 416 122 553
Happiness or Wealth, what does being Rich mean to you? This is the question San Miguel posed with their incredibly successful Rich List campaign, featured in The Independent as a juxtaposition of The Sunday Times annual survey.
It was also the basis for a unique activation we created with agency partner Pablo. The San Miguel ‘Find Your Rich’ Experiment challenges guests’ perception of rich and reveals what kind of rich they truly value.
Guests were undertook a series of sensory tests designed to ascertain what each individual valued most in life. Journeying through 4 experiment rooms, participants were presented with a variety of contrasting sensory stimuli.
Using state of the art RFID technology, each guest would choose the stimuli they preferred, unaware that some of stimuli represented material wealth, and some, wealth from experience.
On completion, guests were presented with their results and their Rich List Profile. This collection of personalised data detailed what their senses say about their perceptions of rich and attraction to life-rich experiences.
To complete the experience, guests were recommended the lager that best suited their rich profile that they could redeem at the bar, along with the option to share their profile to social media.
