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Festivals as brands and brands at festivals - Talkfest'15

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Seminário: Digital strategy vs. Festivals powered by EDIT.
Gil Correia (Digital Creative Director - MSTF Partners ) com a temática “Festivals as brands and brands at festivals”

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Festivals as brands and brands at festivals - Talkfest'15

  1. 1. lisboa tecnologia artes gráficas aulas design interactivo edit director criativo digital na mstf partners gilcorreia
  2. 2. agência mais premiada últimos5anos ©mstf partners
  3. 3. trabalhamos grandes marcas nacionais
  4. 4. meo fpf santa casa mimosa bpi edp
  5. 5. responsáveis pela imagem dos festivais
  6. 6. públicos e cartazes muitos distintos
  7. 7. filme msw
  8. 8. filme neopop
  9. 9. Mas com desafios de comunicação muito semelhantes
  10. 10. Se há poucos anos atrás a comunicação era feita através da OLD MEDIA
  11. 11. Com poucA informação clara e detalhada
  12. 12. Completamente unidirecional festival>público
  13. 13. Direcionados a um público com poucas escolhas
  14. 14. Com a chegada dos NEWMEDIA houve uma mudança radical na comunicação
  15. 15. Sites apps Redes Sociais
  16. 16. São hoje o principal meio de comunicação dos festivais com o seu público
  17. 17. Com uma necessidade insaciável de informação
  18. 18. totalmente bidirecional festival>público público >festival
  19. 19. Direcionados a um público com muitas escolhas
  20. 20. com uma relação completamente diferente com a música
  21. 21. A nova geração de festivaleiros (18-24) ouve música em streaming
  22. 22. e que procura em festivais mais do que música
  23. 23. procuram experiências
  24. 24. embora cartazes são principal factor de escolha apontado
  25. 25. ambiente convívio descoberta
  26. 26. este público vê as marcas como as novas promotoras
  27. 27. as marcas uma forma de chegar mais perto do seu público
  28. 28. mas como deve ser esta relação entre os festivais e marcas?
  29. 29. as festivais sao hoje em dia marcas com um valor de mercado brutal
  30. 30. com consumidores fiéis, valores associados que vão muito para além da música
  31. 31. modernidade coolness independência estilo irreverência
  32. 32. valores estes que são cobiçados pelas marcas “tradicionais”
  33. 33. mais ainda quando o público é maioritamente first buyers
  34. 34. mas como deve uma marca comunicar num festival?
  35. 35. 1. ser fiel á sua própria identidade
  36. 36. 2. comunicar antes, durante e depois do festival
  37. 37. 3. ser relevante
  38. 38. como deve um festival comunicar para ser uma marca?
  39. 39. 1. criar a sua própria identidade
  40. 40. 2. manter-se fiel aos seus valores
  41. 41. 1. surpreender os seus fãs ano após ano
  42. 42. filme who’s the luckyone
  43. 43. muito obrigado EDIT. gil.correia@partners.pt

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