Spikes Asia
VIACOM 18 MEDIA, Mumbai / VIACOM / 2017
Overview
Entries
Credits
Background
• Brief
— How to avoid being known as a ‘me too’ festival
— How to provide a world-class experience with something unique for everyone present at the festival from the sponsors and partners, to the media and the audience
• Objectives
— To be the best multi-genre music destination in India
— To create special memories for audiences through world class experiences
• Budget
— 25 crore
• Project scale and volume
Vh1 Supersonic keeps its ‘Consumer’ at the epi-center hence after the change in location from Goa to Pune, the following parameters were aligned to achieve the below:
— Ticket revenues to stabilize
— Establish the brand as the Unique Consumer Experiences !
— Satisfied consumers ratio has to be higher than last year
— Digital, Marketing & PR for the brand and festival should be positive
Execution
The festival goes beyond the conventional and ensures a symbiotic integration which comes through in several touch points
— Overwhelming #SuperStages
? Sonic Realm, bigger and more intricate stage
? Curated with the year’s title sponsor, Labortoire by Gionee was a stage dedicated to bass
? Awakenings – Dutch Tehno Band exhibited a larger-than-life visual
— Enhanced festival format
? The Super Grub - Vh1 Supersonic made provisions to regain energy during regular intervals with food through the day
? Brew Garden, a special area created for beer lovers
? Gaming Zone aiming to aid consumers to revisit childhood memories
? Sonic Therapy Zone, providing a first-of-its-kind Oxygen Bar
? A women’s only bar for getting hassle-free drinks
? Round the clock security with special female guards
? Special arrangements for the differently abled to accommodate wheelchairs etc.
— Creating partnerships
? Creating special after movies for Gionee – the title sponsor
? Creating exciting Virtual Reality experiences for brands such as Budweiser
• Scale - National
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