VH1 SUPERSONIC - A CELEBRATION OF MUSIC !

TitleVH1 SUPERSONIC - A CELEBRATION OF MUSIC !
BrandVIACOM 18
Product / ServiceSPONSORS FEATURED ARE GIONEE, FASTRACK
CategoryD03. Live Events
EntrantVIACOM 18 MEDIA Mumbai, INDIA
Idea Creation VIACOM 18 MEDIA Mumbai, INDIA
PR VIACOM 18 MEDIA Mumbai, INDIA

Credits

Name Company Position
Sonia Huria VIACOM 18 PVT LTD SENIOR VICE PRESIDENT

The Campaign

A music festival cannot be complete without visuals and experience. The right visuals customized for the stage along with the stage design itself, and conceptualized lighting with special effects (Cold Pyro, Co2) presented with a well-choreographed show with the artist, makes for a visual delight. Along with introducing multiple genres of international music, Vh1 Supersonic also shifted its focus towards an elevated experience for its audience which transcended across — Three well designed stages, conceptualized for various music genres — Flea market — Food trucks — Gaming zones And much more! The aim was to create a sense of happiness and ease for the young crowd, through a hassle free environment with proper sanitation and security for all.

Creative 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

Indication of how successful the outcome was in the market

Vh1 Supersonic 2017 helped establish Pune as the new party capital of India, with only support and love pouring in from its inhabitants. We were appreciated by fans and media alike for everything from the music, to the food, to the amazing flea market, to even the dustbins on ground! Vh1 Supersonic 2017 was the most ad supported music festival in India on Facebook. Every day after the day’s gigs were over – a group of people gathered at the flea-market for an impromptu jam session. Even after the change of the location all our combined efforts resulted in: Ticketing numbers grew by more than 100% , Growth in F&B revenue more than 60% increase from last year, 35000 satisfied customers and 100% positive PR and Marketing for the festival (Generated Positive PR Value of INR 33 crore). The moment we launched our ticket sales, #SSFlashSale started trending on Twitter.

— Brand Relevance: Vh1 Supersonic is the go to festival to enjoy diverse musical genres — In an endeavor to connect with the youth, the festival shifting base to Pune which seamlessly blends of local culture and global influences — Campaign Elements: Multi-genre – Global Talent, Elevated Experiences, establishing ease, Safety first and creating value – sponsor/ partner driven initiatives — Our Target Audience are - Predominantly youth between the age group of 18 – 30 — Experience and adventure seekers, Music enthusiasts, Festival newbies — Approach: Internationally acclaimed artists performing to bring a world-class musical experience — Specially curated food and engagement zones — Building special set up for differently abled and creating segregated areas for Women ensure hassle free environment — Special security details at the festival to ensure safety of festival attendees — Creating customized branded content for its sponsors such as after movies and webcasts, backed by amplification through Viacom18 network support and OTT platform VOOT