We have very strict government rules. Brands cannot be shown on TV and radio stations. With new initiative, we can get through these legal issues. It becomes a matter of public interest to cover the concerts, and the brand activation shows us how to in an uncommon way.

We had a press conference where the media acknowledged the music festival. Our tagline was ‘From stage to stage music makes the city move’. In order to express this need we built a bridge on the avenue where the festival happened. Artists were invited to make mix tapes that were aired on radio stations. Online, we gave tickets to the festival and hotel rooms. We live-streamed the concerts, radio showcases, concerts in the bus and in the hotel bedroom. We had TV daily news coverage, radio shows and newspapers covering the different music experiences.

Festival Sold Out.

98.2% recognized Vodafone as main sponsor.35.7% connected to the festival through online initiatives (ticket giveaways, All Access passes and Vodafone Hotel) 25.3% heard about the festival in radio stations.25.3% heard about the festival through TV daily news.93% of people want to come back next year.ROI 3 times the overall investment.