In order to touch our targeted audience we had to go beyond the traditional printed and digital medias. Therefore we had to divide the campaign in several steps, focus on viral content and experiment new creative tools, within a very limited budget. One of the challenges was to transpose the content into traditional, viral and guerilla marketing strategies. Considering the fame already acquired by the festival at a European level, we had to find a mean to enhanced visibility in order to reach the international audience and thus at least maintain the festival's reputation.

Electronic music could not exist without electricity. Every device and equipment necessary to produce and diffuse sound is made of electronic circuits that can be represented by diagrams. Standard symbols are therefore being used as an international language that can be understood all around the world. This train of thought led us to the keystone of our visual marketing strategy; we created unique symbolic figures and glyphs by combining different electronic symbols. We have somehow expressed the diversity of electronic music styles and stressed the fact that there actually is a community sharing the same language.

The result of our campaign was a radical increase in visibility for both online and offline content. Specialized and popular media have shown great interest in our project. They have covered the different actions undertaken and especially the guerilla stickers, which have been applied on electric terminals all around Geneva. As a result tickets and festival passes got sold faster than any other year; three days out of four were sold out only one month after the launch. The number of visitors on the official website and diverse social media platforms have been in constant increase both locally and internationally.