case study: subculture mapping
Bols is a market leader company in the business of production, distribution, sales and marketing of alcoholic beverages. Their marketing strategy heavily builds on sponsorship activities as well as on various on-site promotions in clubs and bars in urban hotspots. For a company like Bols it is essential to keep a finger on the pulse of nightlife that is why we decided to develop a very special methodology for charting subcultures. Our research of Budapest nightspots mapped the essential subcultures providing insights, awareness and information on places, people, trends, fashion and consumption patters.
The research utilized various ethnographic techniques and had a very visual output that included photographs, videos, notes and Google Map mashups.
At Next Wave we deeply believe that ethnography is the best research format to uncover insights that inspire great creative work. We also think that ethnography is the most “social” form of research that builds on communities, interactions, observations and dialogue.
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