An aggressive communication campaign preceded Sunburn Asia’s flagship Electronic Dance Music Festival, currently underway in Goa from December 27 to 29, 2013.
Percept, the creator of the Festival, conceptualised, planned and executed the entire campaign for this event. The media buying budget for the Festival has been pegged at Rs 25 crore on a national basis. The agency used a mix of TV channels, print advertisements and radio to create a frequency multiplier for the Festival.
The ATL campaign kicked off in October 2013 with a mix of 100 display advertisements released in prominent publications such as The Times of India, Hindustan Times and DNA nationally. Three hundred TVCs have been showcased on the Times Television Network, while radio has been optimally covered by Radio One, with 600 promos in Mumbai, New Delhi and Bangalore, and Radio Indigo in Bangalore and Goa, along with Radio Mirchi across all cities. In the out of home space, there have been around 100 displays spread across hoardings in prime cities and on bus backs.
On the BTL front, on ground activations have been carried out in Tier II cities such as Chandigarh, Vadodara, Nagpur, Jaipur, Lucknow, Hyderabad, Guwahati, Bhopal, Shillong, Ahmedabad, Pune, Indore, Chennai, and Kolkata, among others, with Sunburn Reload campaign and Sunburn campus activities, besides other outlet promotions such as Pre-Parties at various bars and night clubs across India.
Commenting on the campaign, Karan Singh, CEO - Sunburn Global, Percept Live said, “It was an exciting and a challenging task for us to conceptualise and execute an extensive media campaign for India’s largest EDM Festival. It needed a different yet an effective media mix to communicate and position it to a larger audience. We had put together the entire rollout after a lot of research and feedback from the potential target audience. Our campaign this year communicates the largeness and magnitude that we are offering in this edition.”