The Ice effect
Christmas been completely freezing here in Stockholm with around -15 degrees celcius on average. That is about the same temperature as inside the Absolut Icebars. A joint venture between Absolut Vodka and the Icehotel in Northern Sweden, the company run bars completely made of ice at different locations across the globe. Earlier this year we conducted a study to measure the effect of the music identity we developed and implemented in their bars.
The result was stunning. It showed that 77% of respondents reported a greatly enhanced experience when the music identity was played (the opposite of when commercial radio was played). And furthermore, the number of respondents who
wanted to stay longer or come back rose by almost 250%.