Yan Beatfest 2014 was Vietnam's premiere music festival that gathered over 80 local stars and cool activities. The document discusses a campaign for the festival targeting Vietnamese youth ages 13-25. The big idea was to hold Vietnam's first outdoor music festival, gathering over 80 local and global stars. The campaign execution included on-ground activation at the festival itself featuring international stars and 80 Vietnamese stars, a social media campaign to spread information and drive demand through apps and social sharing, and PR efforts like a press conference and traditional media coverage. The key learning was the need to better highlight Yan's role in organizing the successful and explosive event while maintaining the music spirit across channels.

1. ASSIGNMENT 20.1
K H O N G T H I T H U Y T I E N
N G U Y E N N G O C T R A M
PRACTICE SESSION
– Integration of
Social,Traditional PR, On-ground Activation

2. YAN BEATFEST 2014 is the premiere music festival in Vietnam, gather more than 80 local stars and many other cool activities

3. About
About
YAN TV - The leading youth channel, to sharpen the Vietnamese youth
music trend & lifestyle trend. YAN TV was officially launched in June
2009. It currently reaches over 5 million household in all major cities and
provinces nationwide. YANTV's overall platform combines on-air,
online, mobile and on-the-ground elements.
Positioning
Offer the most insightful programs, YANTV, with the platform of Musik, is
the leading lifestyle channel for Vietnamese Youth.
Communication Big Ideas
Feel The Beat: 2012 - 2013
YAN Generation: 2013 – 2014
YAN To The Max: 2014 - now
Competitors

4. Campaign TargetVIETNAMESE YOUTH
13 – 25 yo
Urban (HCMC dominant), male & female
They’re young, energetic, spontaneous, love to be a part of a new
trend (hate to be left behind), ready to explode and seek for chances
to express themselves. They’re music lovers.

5. Campaign Big Idea
The first ever
Outdoor Music Festival in Vietnam
Gather more than 80 super stars, local and global with the most
appealing performances
This is an outstanding activity of YAN in the year of “YAN to the max” –
a big milestone in YAN’s evolution, to celebrate “the beat” of YAN
now is getting stronger & stronger.

6. Experience the magnificent Beat Festival as music-camping
style for the first time ever in Vietnam, by YAN.
Campaign Key Message

7. EXECUTION IDEA
ON GROUND ACTIVATION
SOCIAL
PR
Yan’s 1st ever outdoor music festival in Vietnam
The hunt for Yan Beat fest’s tickets
The sky of music super stars to be in Yan Beat fest

8. ON-GROUND
Yan’s explosive 12 hour music camp – the 1st ever in Vietnam:
Climax of the campaign is literally explosive with international stars like Shayne Ward and DJ Scott Kirby and
80 Vietnamese stars, 20 music game throughout the day, 150 street vendors. All participants was engaged
in the explosive music spirit of Yan.

9. SOCIAL
The hunt for Beat Fest ticket
Spreading information and driving the need for Beat Fest to the peak by FACEBOOK application, music
application, online race, lucky draw, social seeding, influencer sharing, event live update, teasing viral clip.

10. PR
The sky of stars to be in Yan Beat Fest
Kick off with press conference releasing news about the explosive event and Yan’s role, spreading information
about stars that’ll join the event and amplify the event afterwards throughout traditional channels (print,
online, TV, radio)

11. KEY
LEARNINGS
• Utilizing Yan’s assets (Yan
TV, Yan news, Yan radio…)
• Explosive event that met
expectation
• Consistent explosive
music spirit across
channels
• Too much focus on stars
without highlighting Yan’s
role
PROS CONS