Insights, Strategy,and the IdeaWe were set with a simple communication task, to get 5,000 young music lovers and beer drinker to come join the 4th Tiger Translate Music and Art Festival. The challenge we faced (as with most other conerts in Thailand) was that our targets weren't too keen on paying to come and watch a concert when they know they can find it uploaded a few hours later online. We needed to convince our targets that concerts and art is a lot more fun when enjoyed live, not in front of a computer screen. The idea was to play a 'Digital Prank', poking fun at the online world.Creative ExecutionThe 'Digital Prank' idea was executed as an 'On-Live Video Concert' stunt, with the simple goal of provoking our targets into realizing that online concerts can't compare to the real thing. A 7-meters high analog Youtube page was setup in one of Bangkok's hippest and highest traffic open air market, with a real live band playing inside the Youtube page and facing the various problems associated with online videos such as lagging and adverts. The stunt ends with a message inviting passer-by to come and experience the real thing live at Tiger Translate. The video of this stunt was then uploadd online for people to spread and share, along with other 'On-Live Video's' by famous Thai artists.Results and EffectivnessOver 6,000 attended the 4th Tiger TranslateOnline views for 'On-Live Video Concert' was over...