Did you see REDDS Blue 425ml custom printed Visa cups at Splendour In The Grass this year?
Visa was the Official Payment Technology Partner of Splendour In The Grass 2019. Leading experiential marketing agency Willett Marketing was in charge of their activation for the annual music and arts festival in Byron Bay.
Visa weighed in, via AdNews, on the value of branded activations at music festivals such as Splendour In The Grass, as the lucrative 18-35 year old demographic becomes more difficult to engage.
“A select set of brands work with the Splendour team who are very discerning about who they let in and activate at the festival. If you’re not creatively enhancing the overall experience of festival attendees then you won’t get a look in,” said Visa head of marketing Australia, New Zealand & South Pacific Jac Phillips.
Consumers experience sensory overload with all the available activities on the ground at festivals – brands are dealing with a highly savvy and unforgiving digital native audience. Festival sponsors need to make the most of their investment to truly cut through.
The (product and promotional marketing) solution
Splendour is renowned for its sustainability efforts – garbage and recycling stations and their award-winning composting toilets were plentiful. Additionally, the festival teamed up with local renewable energy legends Enova Energy and COREM to help fund an awesome solar panel program that creates energy for the local community.
In true Visa style, and as a major festival partner this year, it was paramount to activate sustainably. As part of this, we supplied 100% recyclable ‘Visa’ logo-emblazoned royal blue REDDS cups.
The results are in
Splendour in the Grass 2019 generated a record attendance of 42,500 and a record number of brand partners.
“This year the on-ground impact was significant with 81% of attendees stating that the sponsor activations made them more likely to use the brand and that a further 65% made them feel more positive toward the brand.
Brands collaborating with Secret Sounds Connect, the agency responsible for curating the activations and sponsorship program for the event, saw multiple high profile brands return, while also drawing in new partners.” – (AdNews, 2019).
For More Info
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Image via Willett.