Every year Roskilde Festival tries to improve the festival experience with new sustainable ideas, technologies and initiatives. At Digital Concept Development we got the task to develop a digital concept that would create a closer relationship between Roskilde Festival and the festival participants. The solution should also create more value for the participants in itself.

As a group we thought it was interesting to look into the possibility for Roskilde Festival to have their own system that handles the participants’ values. By facilitating the payment platform during the festival, data would be generated and we would create an opportunity to gain insight into the consumption habits of the festival-goers.

As a starting point for the project we performed a brand analysis, a stakeholder analysis, a competitor analysis and SWOT/TOWS. We then made five qualitative interviews with former festival goers, where the insights were summarized in OMD’s ECO-model. These interviews gave us a number of insights. Among others that Roskilde Festival’s chip bracelet, which was introduced in 2019, did not have a good reputation among the festival-goers. The chip bracelet is used for payment in selected stalls, and refueling takes place through Roskilde Festivals payment application Roskilde Wallet. Our insights showed us that the current chip bracelet is perceived as redundant. A respondent stated: “Personally, I think the chip bracelet was very cumbersome. One could just as well use a payment card or their phone to pay”. Our solution therefore consists in improving the participants incentive to use Roskilde Festivals chip bracelet.

The solution is named ‘Orange Values’ and is an application that gives the festival participants the opportunity to fill up their chip bracelet and get an overview of their consumption on the festival. The participants also have the opportunity to donate excess money on the chip bracelet to Roskilde Festival after the festival. In addition, the user can create a personal savings account for next year’s Roskilde Festival or send a gift card to a friend.

We are also introducing a new point system that measures a number of determined actions on the part of the festival-goers in points called ‘Ambers’. These ‘Ambers’ are possible to collect by doing following actions:

• Volunteering
• Spending money in Roskilde Festival’s own stalls
• Donating money to charity
• Collecting rubbish

You get an overview of earned ‘Ambers’ in the ‘Orange Values’ application. These ‘Ambers’ can be exchanged for vouchers, which can either be used in Roskilde Festival’s merchandise stalls or in Tuborg’s beer stalls. The aim is to make the participants feel valued through the vouchers and to engage the participants in the new cashless payment system by a form of real-life gamification.

Selected advantages:

• The participants’ savings gives the festival security by increasing customer loyalty and giving the festival a higher level of solvency.
• The application encourages the participants to support Roskilde Festival with money left on the chip bracelet after the end of the festival.
• Roskilde Festival gets the opportunity to influence the festival participant to act in line with the festival’s set of values.