ELECTRIC GARDENS 2020
Electric Gardens Festival is a boutique music festival showcasing the very best electronic music across Australia.
Every year, Electric Gardens Festival welcomes 10,000 patrons to Sydney's Centennial Park to enjoy an international star-studded line-up showcasing the crème-de-le-crème of underground electronic music.
For the festival's fifth anniversary, Electric Gardens was diversifying it's sound to include more mainstream and bass electronic artists. The goal was to refresh the Electric Gardens brand and position the festival as the go-to event for electronic music lovers in Sydney.
We needed to create a highly impactful campaign that drove ticket sales from new and existing audiences. The challenge was appeal to new audiences, without isolating the current consumer base in an increasingly competitive market.
Increase in ticket page traffic
Electric Gardens Festival successfully pivoted their brand to encompass bass and mainstream electronic music audiences.
A highly targeted paid media funnel across Facebook, Instagram and YouTube resulted in a 90% growth in ticket page traffic compared to the previous year.
The rebrand was extremely well received by the target audience. Both Facebook and Instagram achieved significant increases in audience size.