Smart ticket

Roskilde Festival asked us to design an inclusive ticket concept

This concept allows young people and students from low-income backgrounds to attend the festival. The majority of Roskilde attendees are young people and students under 23 with low incomes. The regular full ticket price exceeds 2400 kr., making it challenging for them to afford

Straightforward, automated with a social component

Our solution was Smart Ticket where you get the option to pay for your partout ticket in instalments over the year. We've developed a digital experience that features a straightforward onboarding process, effectively communicating the concept and benefits. To cater to our target audience's short attention span, we've integrated Mobile Pay for convenient and automated transactions.

Interviews and tests have shown that the idea of ticket rates is highly valued, but the social aspect is even more important. After all, who wants to secure a ticket if none of their friends are going? We understand that our festival is not only competing with other festivals but also with summer vacations spent with friends in general. Therefore, we have added a social component to the flow, allowing users to share and inform all their friends about Smart Ticket

Sold out in no time

The Smart Ticket has been hugely popular and not long after the Smart Ticket was launched the festival announced that Smart Ticket was sold out. As far as we know it has been sold out every year since. For more about the project and process just reach out