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URSUS Premium is a proud sponsor of UNTOLD festival from the first edition, in 2015, a fact that has strengthened the brand promise of epic fun. For all these years, URSUS acted like the reporter of the festival, using the brand’s social media assets to broadcast the most epic festival experiences, in real time. Furthermore, it has become tradition from the first edition for URSUS to release a festival after-movie, even weeks before the release of the official UNTOLD after-movie. During UNTOLD, URSUS operates in a very crowded space – there are tens of partners of the festival, that have started producing content of their own, making it more challenging for the brand to stand out. So, in 2019, we needed to do something different. We reevaluated the after-movie format and decided that rather than showing our audience what epic fun at UNTOLD looks like, we should let them show it to us – after all, they were already creating content from every corner of the festival. Therefore, we decided that our 2019 URSUS UNTOLD would be completely made up from user generated content submitted by festival-goers. Objectives: • Get at least 1,5 hours of original footage to use for the aftermovie final edit – about 350 stories • 70K Facebook video views with the same media budget as the after-movie of 2018 (which achieved 54K views) • 300K YouTube views and an average view time of 50%
General Information:
Strategy:
Strategy: CONTEXT: Since the first edition of UNTOLD, URSUS acted like a broadcaster of the festival: dedicated audio-video and social media teams were present on site, covering the most important moments of the festival, on the brand’s social media assets. Furthermore, year after year, URSUS was the first brand to release a festival after-movie, the most appreciated format among festival-goers. However, during the latest editions of UNTOLD, other sponsors expanded their communication during the festival and are even releasing after-movies. From banks and retailers to telecom, chips and mints brands – everybody has their own after-movie. The problem? All these videos look pretty much the same: impressive shots of the crowds and stage during main shows, mixed with closeups of people having fun and staged shots of people interacting with the camera. CHALLENGE: Given the uniformity of content produced by sponsors, we needed to find a way to stand out as the supporter of authentic epic fun. We set out to engage people in a meaningful way both during and after the festival, by tapping into their natural festival behavior. TARGET: For URSUS, the association with the UNTOLD festival is an opportunity to connect with the younger target and demonstrate the epic fun brand promise. For the festival’s attendees, UNTOLD is the event of the year, for which planning starts months in advance. For them, UNTOLD is about much more than the music and the line-up – it’s a 4-day event where they get completely immersed in the festival vibe and they want to experience everything that the festival has to offer. A common behavior of festival-goers is to broadcast their experience of the festival on their social channels, as proved by the abundance of content created by people during UNTOLD. On the one hand, people want to remember every special moment from the festival and share it with their friends. On the other hand, there is also a bit of vanity in checking in at UNTOLD – after all, this is the biggest festival in Romania. INSIGHT: In the festival area, there is a lot of competition from brands to get people’s attention with dedicated experiences and prizes. But people don’t really care about brands – they are there to have fun with their friends and make the most out of the festival experience. After the festival ends, the release of the after-movie is a very important moment for festivalgoers – it’s a chance to relive the best moments of UNTOLD. And also to check and see if you made it into the after-movie. After all, one of the greatest validations that you truly had an epic time during UNTOLD is making it into the after-movie. IDEA: Give everybody a chance to be in the after-movie by creating the first after-movie made up completely from their Instagram stories: The Epic Afterstory.
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