Using festivalisation to reach younger generations
Gregory Crandall
Director of Brand Engagement, Pico+ Hong Kong

One effective way to capture jaded audiences is through music, according to Gregory Crandall, Director of Brand Engagement at Pico+. ‘Music is a key point to Gen Z. According to Billboard, 32 million people went to at least one music festival [in the United States],’ he said.

He gives the example of HP’s activation at popular music festival Coachella this year where festival-goers watched a 360-degree music video for Rüfüs Du Sol’s Underwater, created customised drawstring backpacks and listened to electronic DJ sets.

In response to the question, ‘Where do you get the money to be creative?’ Crandall says two things are key: relationships and consistency. ‘Coachella started small, but it started growing because it has consistency. We ask ourselves, what kind of things can we do that are clever, [gives the opportunity] for clients to build the relationships they need to, so they walk away thinking they’d want to come back for the next one?’

One for event planners and marketers to ponder on.

The above insights are extracted from the article ‘What we learned from the 2019 HKECIA conference’, published in CEI Asia on 11 June 2019.