Anheuser-Busch

Brewery on Mars

An out of this world simulation with consumer-centricity at its heart

Challenge

Within an increasingly complex consumer landscape, Anheuser-Busch asked us to bring a consumer-centric mindset to life for their commercial leaders, with an unforgettable immersive experience – one that would also enable them to practice the leadership skills needed to make this a reality.

Solution

An out-of-this-world simulation with consumer-centricity at its heart. Brewery on Mars is a creative, engaging , immersive experience in which teams compete to build the most successful brewery within a complex, volatile, Martian consumer landscape.

By replicating consumer and data complexity in a hybrid team environment, leaders experience what consumer-centricity really means, while practicing and honing their leadership skills in a safe but challenging space.

An out of this world simulation with consumer-centricity at its heart

Challenge

Within an increasingly complex consumer landscape, Anheuser-Busch asked us to bring a consumer-centric mindset to life for their commercial leaders, with an unforgettable immersive experience – one that would also enable them to practice the leadership skills needed to make this a reality.

Solution

An out-of-this-world simulation with consumer-centricity at its heart. Brewery on Mars is a creative, engaging , immersive experience in which teams compete to build the most successful brewery within a complex, volatile, Martian consumer landscape.

By replicating consumer and data complexity in a hybrid team environment, leaders experience what consumer-centricity really means, while practicing and honing their leadership skills in a safe but challenging space.

Client
Anheuser-Busch
Location
New York City, St. Louis, Mars
Industry
CPG, beverages
Client
Anheuser-Busch
Location
New York City, St. Louis, Mars
Industry
CPG, beverages

Concept

We started by delving deep into the consumer landscape. Consumers are changing, the world of retail is changing – and it’s a complex, ever-evolving system with an abundance of data. We wanted to build a familiar but challenging world around this, to show how data can be used to understand people and macro trends.

Layered on this foundation, it was essential for us to bring out leadership, functional and behavioural skills in the simulation, so we built in opportunities to practice strategic thinking, business acumen, financial literacy, effective communication and analytical skills including problem-solving and decision-making.

Immersed in this new environment, participants would discover that only by focusing on the consumer, asking the right questions and using their skills, could they lead future growth for their team and win.

Concept

We started by delving deep into the consumer landscape. Consumers are changing, the world of retail is changing – and it’s a complex, ever-evolving system with an abundance of data. We wanted to build a familiar but challenging world around this, to show how data can be used to understand people and macro trends.

Layered on this foundation, it was essential for us to bring out leadership, functional and behavioural skills in the simulation, so we built in opportunities to practice strategic thinking, business acumen, financial literacy, effective communication and analytical skills including problem-solving and decision-making.

Immersed in this new environment, participants would discover that only by focusing on the consumer, asking the right questions and using their skills, could they lead future growth for their team and win.

Creative

A brewery on Mars was the perfect creative wrapper to engage participants. With a compelling story, a strong gaming narrative and ‘Planetary Data’ – an AI-powered virtual assistant with personality – we creatively gamified the client’s corporate strategy. Production elements added to the immersive feel, with sound design and a gaming-style user interface.

Creative

A brewery on Mars was the perfect creative wrapper to engage participants. With a compelling story, a strong gaming narrative and ‘Planetary Data’ – an AI-powered virtual assistant with personality – we creatively gamified the client’s corporate strategy. Production elements added to the immersive feel, with sound design and a gaming-style user interface.

Process

We’ve got our sim innovation and development process down to a fine art. Our methodology starts with understanding the brief, then we innovate to build a solution aligned to the clients' strategic outcomes. This is where we brainstorm and get creative around the brief until we have a gaming narrative and some front-end sim designs.

For Brewery on Mars, our innovation and iteration process started with some simple sketches of the user interface and the components we wanted to incorporate. Then we iterated, reiterated and iterated some more…

Process

We’ve got our sim innovation and development process down to a fine art. Our methodology starts with understanding the brief, then we innovate to build a solution aligned to the clients' strategic outcomes. This is where we brainstorm and get creative around the brief until we have a gaming narrative and some front-end sim designs.

For Brewery on Mars, our innovation and iteration process started with some simple sketches of the user interface and the components we wanted to incorporate. Then we iterated, reiterated and iterated some more…

Results

An exciting simulation with a beautiful user interface backed by a sophisticated algorithm, and an immersive, experiential learning experience which has delighted the client, engaged participants and inspired a new way of thinking about consumer-centricity for Anheuser-Busch.

Results

An exciting simulation with a beautiful user interface backed by a sophisticated algorithm, and an immersive, experiential learning experience which has delighted the client, engaged participants and inspired a new way of thinking about consumer-centricity for Anheuser-Busch.

Working with see6 has been a total game-changer in helping us build leaders not only for today, but to build leaders for the future.

The simulation is an incredible learning experience - it's highly engaging, fun, challenging and evokes a sense of real understanding around the need for consumer focus, while bringing the need for true leadership development to the forefront of our learning engagement.

Our leaders have been inspired, teams are aligned in their thinking, and there's a new curiosity for continued learning.

Dr. Kevin Claypool
Head of Learning and Development, Anheuser-Busch

Working with see6 has been a total game-changer in helping us build leaders not only for today, but to build leaders for the future.

The simulation is an incredible learning experience - it's highly engaging, fun, challenging and evokes a sense of real understanding around the need for consumer focus, while bringing the need for true leadership development to the forefront of our learning engagement.

Our leaders have been inspired, teams are aligned in their thinking, and there's a new curiosity for continued learning.

Dr. Kevin Claypool
Head of Learning and Development, Anheuser-Busch

We'd love to know more about you and your business.

We're excited to partner with you and uncover what comes next.
Get in touch
© 2022
New York
54 West 40th Street, New York, NY10018
+1 (646) 851 0458
London
Castle House, Castle Street Guildford, GU1 3UW
+44 (0) 20 3515 0093