| Titel | Desperados Sky Fest |
| Agentur | WE ARE Pi |
| Kampagne | Desperados Sky Fest |
| Werbende | Heineken |
| Marke | Desperados |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2017 / 9 |
| Geschäftsbereich | Bier, Cidre |
| Slogan | Release Your Inner Tequila |
| Story | Desperados Bass Drop. In short, we dropped the bass in space. For Heineken & Desperados our "Inner Tequila Studios" platform provides authentic music experiments that remix the rules of culture, just like Desperados remixed the rules of beer. We reject the ordinary and amplify creativity to keep music diverse, innovative and fun. We create Brand Acts which seamlessly mixes world class experiential, global activations, and premium content to give audiences what they really crave from brands - life changing experiences. |
| Philosophie | Desperados invented a beer born with something unique within - tequila and set out to own party occasions. Inspired by its daring heritage we created Inner Tequila Studios, a global stage to promote wild experimentation in music. WE ARE Pi Never Settled in our next brand act for Desperados by delivering our first music festival from scratch. Very hard and very fun. |
| Problem | Music unites tribes and defines friendships because it’s the only truly global language. Our audience especially resonate with brands in the music sphere - 80% cite branded festivals and concerts as the best way to engage with them. So with Sky Fest, we wanted to take festivals to the next level. |
| Ergebnis | Dubbed an "electronic light orchestra", Desperados SkyFest is a fully fledged mountain-top music festival taking 'wild experiments in music' to the next level by using seven hot air balloons as DJ booth and turning it in to a Music Sequencer. A multi-sensory event that blended world-class music with an immersive experience, sending DJs and festival goers to the sky. ‘SkyFest’ came to life for over 2,000 of participants from all over the world. Each balloon was an instrument, each musician a pilot and together they performed a choreographed light show to the SkyFest Theme composed by Eats Everything. We brought on festival organisers, elrow to co-host the event, Resident Advisor for ticket sales, and superstar DJs Jackmaster, Honey Dijon and local fan favourite, Paco Osuna to entertain fans from across the globe. The resulting content was created with VMA award winning director Ryan Staake from Pomp and Clout productions. The event was streamed live on Resident Advisor, and hundreds of live pieces of content were created by festival goers and influencers on the ground during the event. It started with a 6 month recruitment phase across 14 markets, teasing the excitement of the festival in collaboration with Resident Advisor. We drove sales along the way with on pack promotions and selling out tickets to the festival. During the live event, we generated hundreds of pieces of live content from our party goers, with over 200,000 tuning in to our live stream across the world as it happened. We sustained the momentum of the festival with thumb stopping crafted stories and mobile-first experiences amplifying the event, across Facebook, Instagram, Youtube, Vevo, Twitter, and Spotify. RESULTS SkyFest was a smash hit with fans, generating global PR with music and youth culture publications bringing Desperados long term credibility. With over 67,000,000 million views, SkyFest was Desperados most watched and shared content, ever, with completion rates outperforming benchmarks by 20%, and generated engagement rates surpassing previous campaigns by over 170%. In doing so SkyFest contributed to over 8.2% of Year on Year European sales growth compared to an industry average of -0.2%. IMPACT This breathtaking, never been done before, immersive experience, successfully gave our audience the release they were looking for, created real cultural impact, delivered an increase in global sales, and reinforced Desperados positioning as the iconic party starter around the world. |
| Medientyp | Branded Content |
| Länge | |
| Markt | Spanien |
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