Title	THE SINGEL RELEASE
Brand	POPAGANDA MUSIC FESTIVAL
Product/Service	MUSIC FESTIVAL
Category	F02. Low Budget Campaign
Entrant	SAATCHI & SAATCHI Stockholm, SWEDEN
Idea Creation	SAATCHI & SAATCHI Stockholm, SWEDEN

Name	Company	Position
Gustav Egerstedt	Saatchi & Saatchi Stockholm	Executive creative director
Katja Janford	Saatchi & Saatchi Stockholm	Copywriter
Erik Hiort af Ornäs	Saatchi & Saatchi Stockholm	Art director
Gustav Dejert	Saatchi & Saatchi Stockholm	Graphic designer
Louise Persson	Saatchi & Saatchi Stockholm	Account manager
Elin Johansson	Saatchi & Saatchi Stockholm	Account director

The Campaign

The idea was to let the fans release the artist line up, building a hype amongst the young music crowd in Stockholm. The past couple of years the festival has done several campaign in social media, engaging their audience. This year we wanted to put that engagement to a test and let the fans play the main part and become our ambassadeurs. A social experiment where Popaganda fully relied on the audience's engagement.

The Brief

• Production budget: 2000 € (agency fee not included) • Media spend: 0 € • 20 unique objects were produced, so in average 100€ per piece.

Creative Execution

On strategic places in Stockholm, where we knew the target audience hang out (clubs, cafés, outdoor concerts, bars etc.), we placed messages of what bands are playing at the festival later this summer. Only ONE message on ONE thing. For example; on a beer coaster we put one band, another one on a coffee cup in a café, another one on a pizza box etc. Each element had a clear call to action to spread the news in social media. During two months we released twenty artists to only twenty people.

Results

Followers on social media increased by: INSTAGRAM 22% (Goal: increase by 10%) TWITTER 40% (Goal: increase by 10%) FACEBOOK 10,5% (Goal: increase by 10%) The first month of sales, the ticket sales increased by 18% compared to previous year. (Goal: increase by 10%) Responce rate 100% :)

It’s a campaign for a pop festival targeted to the young music crowd in Stockholm. The campaign had a clear call to action where they actively participated in releasing the artist line up.

Since Popaganda wanted to go back to their alternative roots, we decided to do the opposite of what would be the "mainstream" thing to do (press release, posters, print ads etc.) when releasing the artist line up. The strategy was to let the fans become our ambassadors and let them do it for us. A social experiment suited for a festival bringing alternative back!