what we did
Concept + Creation + Production
client
Three
Back<is_pink-txt>ground<is_pink-txt>
Three Ireland has always had a close relationship with music.
But in 2018, with wider business priorities shifting, we needed to find a way to defend its position as the number one brand for music, and retain its existing young base of customers.
Three’s sponsorship of Electric Picnic dated back to 2015 and they knew their music sponsorship had to go above and beyond a badging exercise to genuinely connect with consumers and show its purpose of “connection” in action.
Why <is_green-txt>we did it<is_green-txt>
We wanted to magnify the brand’s role in creating meaningful connections to music by making life easier for customers through priority tickets, access, queuing and charging docks and better for customers through brand experience prime stage views and artist entertainment.
What <is_pink-txt>we did<is_pink-txt>
We activated and promoted three different activations;
1. Three Made by Music Stage
2. Three Brand Experience (with the aim of a conversion rate of 50% + dwell time of 10+ minutes)
3. Three Charging (increase on 3,000 units from 2018)
All within one festival, with one audience.
We ensured these very different parts of one large sponsorship worked in harmony.
For the first time ever,Three were added to the official festival stage schedule with their new stage sponsorship. A new Three <is_pink-txt>“Made by Music”<is_pink-txt> Stage supported the wider campaign and retained a similar genre of artists that festival goers knew and loved.
This was another major development towards Three being recognised
as a reputable brand in the music world.
This sponsorship was promoted through a stage sponsorship media announcement, on Electric Picnic channels, and by the artists scheduled to perform.
Priority tickets were released for Three customers and competitions
to win tickets to the sold-out festival were promoted through online channels.
There was a strong brand presence in 6 different locations across
the festival site: Three Fast Track, Three Made by Music Stage, Three Charge & Chill activation area, Three Charging.
<is_green-txt>Outcome<is_green-txt>
Three Made By Music Stage gave a platform to rising Irish talent to play to an audience of almost 60,000 people over the weekend. The launch event, interviews and plan for the campaign delivered a PR value of €1.4 million.
Three Charge & Chill experience was full all weekend. Using spatial analytics to monitor the area, we had an extremely high conversion rate for an activation en-route to the main stage. The average dwell time was 29 mins, exceeding our objectives.
Continuing to successfully defend its position as #1 brand associated with music in Ireland, Three didn’t just reach its ambitious target of sponsorship effectiveness of +10%, it smashed it - achieving a new brand record of +19% growth YOY.
Three’s sponsorship of Electric Picnic brought brand purpose to life. It’s a sponsorship that has grown and become more effective with every year, now standing proud as a reputable part of the festival.
68%
conversion rate from passers-by
over 598
repeat visitors
Three Charge & Chill
Three Charge & Chill