How a festival newcomer turned into a data-proven success story

For the first time, lighter manufacturer BIC entered the festival scene at Airbeat One — and wanted to know one thing for sure: Is our presence truly working?
Together with the lead agency Hettenbach, b.sure transformed the activation into measurable insights rather than assumptions.

The results speak for themselves:

• 80% under 30 — the exact audience BIC aimed for
• Strong activation performance — from the XXL lighter to the print station
• 30+ minutes dwell time — significantly above industry benchmarks
• Clear optimisation potential — like improving the karaoke experience for female guests

With real-time data, BIC gained clarity, confidence and a solid foundation for future sponsorship decisions.

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We had been looking for a way to measure our festival sponsorships based on data and report on them with clear KPIs for quite some time. By working with b.sure, we were finally able to see exactly who visited our area, how long they stayed, and which activations were most popular. This allowed us to draw conclusions about the achievement of our goals. We now have more certainty and arguments for our decisions, and it helps us to make future appearances even more targeted.

Sandra Rauschenberg
BIC

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Read the full case study and download it now in German or English.