At a former school, a competition was set up. In teams of three, we had to design the best possible campaign. All aspects of it were a free-for-all, except we needed a good campaign, and to sell it hard.
Spas Festival came to be as the baseline for the campaign, as a music festivals and events for children are perfect means for generating hype and reach multiple target groups effectively.
It’s music festival for 6-12-year-olds, where children can make new friends, experience a festival at eye-level and enjoy themselves. Performers are familiar faces, universally praised by children of all ages.
We’ve focused on building on recognizability, as we intend to build lasting memories throughout most of visitor’s childhood.
Our logo symbolizes happiness, playfulness, and our colors are vivid and party-like. We’re careful not to alienating ourselves from the parents, who are the ultimate decision-makers, who need to fully in trust of the festival and its intentions.
Of course, the best campaigns have a mascot. That’s why we came up with “Egon Enhjørning” (John the Unicorn)
Instead of making a plain piece of merchandice that’ll be lost to time, we went a bit further to give our merch a legitimate usecase, and directly encourage parents to participate.
Our shirt allows children can exchange their contact details, in case they make new friends they’d like to stay in touch with.
Facebook pages, designed for this exact scenario, allow for an extremely important outlet for parents to gather information, ask questions and engage with other participants for the sake of trust and practical matters. Most people in Denmark have a Facebook account and use it on a regular basis.
Furthermore, Facebook allows us to advertise posts and directly expose our concept to new users. Below are some examples on how that could work:
