We created a festival experience with four one-of-a-kind short documentaries that revealed the untold stories behind famous songs and demonstrated that every word is a masterpiece. The documentaries were screened at unique custom-built cinemas, which created an original and memorable festival experience for our target audience.

For the duration of the music festival (3-13 March 2016) we screened four songwriting documentaries at custom-built cinemas on the main festival grounds.

The documentaries and cinemas were promoted on- and offline through the following activity:

Documentary posters

Cinema promoters handing out tickets and popcorn

Campus radio ads and competition

Event and Video ads on Facebook and Instagram

Influencer posts on Facebook, Instagram and Twitter

Instawalk

After the event, the documentaries were uploaded on Sanlam's YouTube page

25% increase in online music festival ticket sales

126 689 views (Festival/YouTube/Facebook/Instagram)

590 392 people reached on social media