Is a 3-day, multi-genre music festival that takes place in Vagator, Goa.
The first edition of the festival was headlined by massive international acts, namely, Jason Derulo, Martin Garrix, Wiz Khalifa.
Challenges
This created some hurdles we had to overcome along the way. A few of them were: Credibility - we had to convince the masses that the festival was a credible one. Distinction - we had to create a distinction between TIMEOUT 72 and other competing properties such as Sunburn & Vhl Supersonic.
Strategy
Brand awareness was priority - Our focus was not the sales, but the branding aspect. We made sure that our audience knew exactly what the festival represented. Reaching the right people - While we wanted to garner as big an audience as we could, we also kept the niche intact, as the festival was not like other musical events that take place in the country. It was a luxury festival with the biggest international artists. We made sure to maintain that distinction.
Campaigns
Result
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