01 · The problem
The brief starts with an activation, not a decision.
Strip the request back to the commercial objective, the behaviour and the consequence the work must create.
Work and application
The work is not the output.
It is the decision behind it.
Andreas works with brands and agencies to connect strategy to execution and commercial reality. The application changes with the brief. The discipline does not.
02 · The decision
The work is visible but structurally outside the buying moment.
Locate the Conversion Surface and place the mechanic inside the environment where the choice already happens.
03 · The reality
The idea depends on an operating system nobody has tested.
Interrogate fulfilment, repeatability, scale, measurement and field truth before the concept earns the name strategy.
Reference cases
What effective BTL
shows us.
These researched cases demonstrate the logic behind FIELDS. They are not presented as Andreas's campaign work.
Competitor perimeter
Burger King · Whopper Detour
27:1 documented ROI
A competitor's footprint became the activation network. The mechanic lived at the exact category decision.
Decision artefact
Spotify · Spreadbeats
17:1 documented ROI
The spreadsheet used to make the media decision became the message and the mechanic.
Shelf or pack
Carling Black Label · Be The Coach
10.5 million mobile votes
The bottle cap became the ballot. Product, participation and decision were structurally connected.