To reach our target audience we had to surprise them. The idea of a warm-beer swap service that you can call in case of need is both relevant and surprising. Now we only had to make sure we could actually go to the places where our target audience would be. A scooter, with a fridge attached, was the solution. It was eye-catching (so everybody noticed Grolsch had come up with something special), it was fast (always nice when people are in need) and it could get to the most difficult places.

In offline and online media the Cool*Hotline reached 15.6 million people, a media value of 141,000 euros on a total investment of 40,000 euros.