Anheuser-Busch

Collaborative customer experiences

Powerful tech-enabled experiences in a unique space

Challenge

With a historic and unique tech-enabled space designed specifically for knowledge-sharing, Anheuser-Busch asked us to develop a series of powerful collaborative experiences for retailers. We'd need to bring to life the client's thought leadership, knowledge and expertise, and facilitate open two-way dialogue with retailers, while maximizing the full potential of the space.

Solution

Storytelling is king! We designed a series of powerful tech-enabled immersive experiences, which use strategic storytelling mapped to the space to take retailers on a journey with Anheuser-Busch, discovering in-depth insights, understanding and capabilities, while sharing their challenges and exploring solutions along the way.

Powerful tech-enabled experiences in a unique space

Challenge

With a historic and unique tech-enabled space designed specifically for knowledge-sharing, Anheuser-Busch asked us to develop a series of powerful collaborative experiences for retailers. We'd need to bring to life the client's thought leadership, knowledge and expertise, and facilitate open two-way dialogue with retailers, while maximizing the full potential of the space.

Solution

Storytelling is king! We designed a series of powerful tech-enabled immersive experiences, which use strategic storytelling mapped to the space to take retailers on a journey with Anheuser-Busch, discovering in-depth insights, understanding and capabilities, while sharing their challenges and exploring solutions along the way.

Client
Anheuser-Busch
Location
St. Louis, MO
Industry
CPG, beverages
Client
Anheuser-Busch
Location
St. Louis, MO
Industry
CPG, beverages

Concept

The Anheuser-Busch customer collaboration space is an inspirational place. It’s a historic building dating from 1868, on the site of the original Anheuser-Busch brewery headquarters in St. Louis, which continues to brew beer to this day.

This was an opportunity to bring together the vast history and legacy of Anheuser-Busch – their years of brewing experience, inspiration and entrepreneurship – and showcase their leading-edge technology and innovation in the present.

We’d use this incredible space, together with the expert content, data and analytics from the category team, combined with expert facilitation, and design immersive experiences using strategic storytelling at their heart.

It was important for us to create experiences that were interactive and engaging, that almost goes without saying. However, we wanted to design experiences that also connected with retailers on a visceral and emotional level, so they really felt what Anheuser-Busch brings compared with anyone else, and what sets them apart as the leading edge partner.

And to achieve these exceptional experiences we’d also use our facilitation expertise. We'd work with the collaboration center and category team to enhance and uplift their storytelling and facilitation skills, and we'd facilitate experiences directly, to bring everything together on the day.

Concept

The Anheuser-Busch customer collaboration space is an inspirational place. It’s a historic building dating from 1868, on the site of the original Anheuser-Busch brewery headquarters in St. Louis, which continues to brew beer to this day.

This was an opportunity to bring together the vast history and legacy of Anheuser-Busch – their years of brewing experience, inspiration and entrepreneurship – and showcase their leading-edge technology and innovation in the present.

We’d use this incredible space, together with the expert content, data and analytics from the category team, combined with expert facilitation, and design immersive experiences using strategic storytelling at their heart.

It was important for us to create experiences that were interactive and engaging, that almost goes without saying. However, we wanted to design experiences that also connected with retailers on a visceral and emotional level, so they really felt what Anheuser-Busch brings compared with anyone else, and what sets them apart as the leading edge partner.

And to achieve these exceptional experiences we’d also use our facilitation expertise. We'd work with the collaboration center and category team to enhance and uplift their storytelling and facilitation skills, and we'd facilitate experiences directly, to bring everything together on the day.

Process

To create journeys for retailers we realised we’d need to take Anheuser-Busch on a series of journeys too – to help the team uncover their stories and think about their content differently.

So we designed a process to walk them through each step, with a number of intensive, facilitated workshops. We also visualized the information at each stage so the team could easily collaborate and reach consensus on story direction.

We started by considering what really matters to them and to their audience, and then outlined the narrative and story arc using key storytelling techniques. After that we considered how to bring the content to life by using the space, expert facilitation and the technology in unique ways.

Our process for each module looked like this, with the steps strongly facilitated by see6 working together with the Anheuser-Busch collaboration center team and category experts:

Process

To create journeys for retailers we realised we’d need to take Anheuser-Busch on a series of journeys too – to help the team uncover their stories and think about their content differently.

So we designed a process to walk them through each step, with a number of intensive, facilitated workshops. We also visualized the information at each stage so the team could easily collaborate and reach consensus on story direction.

We started by considering what really matters to them and to their audience, and then outlined the narrative and story arc using key storytelling techniques. After that we considered how to bring the content to life by using the space, expert facilitation and the technology in unique ways.

Our process for each module looked like this, with the steps strongly facilitated by see6 working together with the Anheuser-Busch collaboration center team and category experts:

Results

A series of premium collaborative experiences, which elevate the world-class content, expertise and thought-leadership from Anheuser-Busch, by showcasing these within their unique, historic, tech-enabled collaboration space, combined with expert facilitation.

Designed specifically to create connection and achieve positive outcomes for both Anheuser-Busch and each of their retailer customers, the experiences enable and enhance knowledge-sharing, encourage in-depth dialogue about retailer challenges, introduce potential solutions, and ultimately deliver success for both.

The effectiveness and success of these story-based experiences has been significant, with key commercial outcomes delivered within the first four retailer visits.

But the success extends beyond this, with see6 seen as a key enabler for capability uplift of the Anheuser-Busch collaboration center and category team. The skills, techniques and ideas we've introduced have enabled an elevated approach to retailer interactions – one with strategic storytelling at its core – to engage, land messages and create the right connections for success.

Results

A series of premium collaborative experiences, which elevate the world-class content, expertise and thought-leadership from Anheuser-Busch, by showcasing these within their unique, historic, tech-enabled collaboration space, combined with expert facilitation.

Designed specifically to create connection and achieve positive outcomes for both Anheuser-Busch and each of their retailer customers, the experiences enable and enhance knowledge-sharing, encourage in-depth dialogue about retailer challenges, introduce potential solutions, and ultimately deliver success for both.

The effectiveness and success of these story-based experiences has been significant, with key commercial outcomes delivered within the first four retailer visits.

But the success extends beyond this, with see6 seen as a key enabler for capability uplift of the Anheuser-Busch collaboration center and category team. The skills, techniques and ideas we've introduced have enabled an elevated approach to retailer interactions – one with strategic storytelling at its core – to engage, land messages and create the right connections for success.

Working with see6 over the last 12 months has been an exceptional experience. Their expert process and storytelling-based experience design has not only transformed our approach with retailers, it's also been pivotal in our growth and upleveling as a team.

Laura Hogan
Senior Director, Customer Collaboration Center, Anheuser-Busch

Working with see6 over the last 12 months has been an exceptional experience. Their expert process and storytelling-based experience design has not only transformed our approach with retailers, it's also been pivotal in our growth and upleveling as a team.

Laura Hogan
Senior Director, Customer Collaboration Center, Anheuser-Busch

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