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Mass Ethnography

Case Study

Business objective:

Understand what type of activations create engagement for future usage, outside the festival area.



Our method:

On-site ethnographies were a window into the people’s actual interaction with brand activations, being able to observe and collect immediate/ unbiased opinions.


With most activations, the relationship is pragmatic, thus, the impact should not be sought in major behavior changes (e.g. brand switch) but in image shifts and a warmer brand perception.

Strategy suggestion:

As brand activations are also becoming part of the “normality” of festivals, less surprising overall, the pressure will increase for smart activations that push a clear brand message through.

Align activations to the image you want your brand to convey (future positioning).