The music event of the year
The V Festival is an annual music festival held in August organised by Metropolis Music and SJM Concerts, the event is held at two parks simultaneously which share the same bill; artists perform at one location on Saturday and then swap on Sunday. The sites are located at Hylands Park in Chelmsford, Essex and Weston Park in South Staffordshire.
Our team of researchers began by building a profile of the audience in order to understand the type of individuals and age demographic that were attracted to this type of an event so that visual creative and tone of voice would be suited.
The research gathered allowed us to develop both an online and offline strategy that would engage with these types of festival goers. The strategy included point of sale, event competitions and online advertising creative that promoted the actual event and the line-up of artists.
For the digital element of the strategy we designed and developed an interactive microsite that again promoted the event and the line-up of artist but also pushed a number of relevant products that were being supplied by an associated retailer.
