2. “I love those who can smile in
trouble, who can gather strength
from distress, and grow brave by
reflection.
‘Tis the business of little minds
to shrink, but they whose heart
is firm, and whose conscience
approves their conduct, will pursue
their principles unto death.”
Leonardo Da Vinci
01 / PROFILE - 3
02 / SUMMARY - 4
03/ TABLE OF CONTENTS - 4
04 / PROBLEM FORMULATION - 5
05 / MARKET ANALYSIS AND COMMUNICATION - 7
05.1 /MARKET RESEARCH - 8
_MARKET WORLWIDE
_EDM DANISH MARKET
05.2 /COMPETITORS PROFILE - 11
05.3 /MARKETING ANALYSIS & SEGMENTATION - 13
_PORTERS 5 FORCES
05.3.1/ SURVEY ANALYSIS - 16
_PESTE(EL) - 18
-STP - 19
SWOT/TOWS - 20
05.4/ EDM FANS PROFILE - 21
05.4.1 /PERSONA PROFILE - 21
05.5/ COMPETITIVE STRATEGY - 22
_USP_ESP -
05.5.1/ CAMPAIGN STRATEGY - 22
05.5.2/COMMUNICATION PLAN - 26
05.5.3/COMMUNICATION TOOLS - 28
05.6/ EVALUATION - 31
06 /DESIGN PROCESS & DOCUMENTATION - 32
_DESIGN BRIEF -
_DESIGN PROGRAM
06.1 /WEBSITE - INDEX PAGE - 36
06.1.2 /MOBILE & TABLET DEVICES - 37
06.1.3 /TONE OF VOICE - 38
07 /USER TESTS - 40
08 /TECHNICAL DOCUMENTATION - 40
09 /CONCLUSION - 41
10 /LITERATURE - 42
____________________________________________________________
APPENDIX- 45
QUESTIONAIRE- 53
DESIGN PROCESS- 54
CONTENTS
3. 01 / PROFILE
Pedro GALRIÇA Daniel PETKOV Alexander Larssen Liviu Amarandi
galman5@gmail.com alexander.larsenn@gmail.com liviu_amdi@yahoo.comdanielpetkov396@gmail.com
In this report you will find our approach to introducing Denmark to a new music festival - Sonar. You will find out how
we analyzed the competitors and the Danish market, and how we afterwards applied that knowledge in the form of
promotional tools.
By defining our main problem area, we came up with our problem formulation to answer - “What would be the best
possible way to target the right audience for the Sónar festival, with online campaign as well with offline?”. In order to
get an answer to our problem formulation as well with a solution we used different research and strategy tools to get
our answer.
For the research we did surveys, a lot of reading about the danish culture and the danish market. Moreover, In order
to conclude with the best strategy we used tools like STP, SWOT, TOWS and competitive strategy planning.
After the campaign has been planned, implementing the drawn conclusions into strategies is the main concern. The
different promotional tools following afterwards will serve to establish the campaign further into the Danish market
and to keep our users excited about the upcoming event.
02 / SUMMARY
Benjamin Franklin
“Either wrote something worth
reading or do something worth
writing.”
03/ TABLE OF CONTENTS
“Only by binding together as a single force will
we remain strong and unconquerable.”
Chris Bradford
Pedro GALRIÇA Daniel PETKOV Alexander Larssen Liviu Amarandi
Design Campaign
Campaign Offline
STP
Porter´s 5 Forces
PEST(EL)
EDM Fans & Persona
Tone of Voice
Communication Tools Board
Graphics
HTML+CSS
PHP
Introduction
Problem Area & P. Formulation
Executive Summary
Danish Market Research
ER Diagram
HTML+CSS
PHP
Design Online
Design Process
Design Brief
ER Diagram
Analysis of EDM
Swot and Tows
Competitive Strategy
Promotion Tools
Socila Media
Promotional Video
Proofread
/ 04
4. Introduction
Sónar is a unique music festival that originally started in
Barcelona in 1994.
Over the years, Sónar turned into one of the most well-
known music festivals in Europe. And since 2002, Sónar
has organized more than 50 events worldwide.
What makes this music festival truly unique is the link
between creativity and technology. Sónar is committed
to being a global event and become a meeting place for
creative people that share a passion for music.
Sónar is an avant-gardist music festival that is meant to
revolutionize music by constantly experimenting with the
newest trends within electronic dance music.
Since the beginning, Sónar established a set of
values that would make the festival unique, both in
terms of format and content. Every year, Sónar is
organizing festivals around the world; Toronto, Montreal,
Chicago, Stockholm and Tokyo being just a few of the
destinations.
Next year, Sónar is considering expanding to
Copenhagen, which is likely to turn into a success, given
the fact Danes are a music festival nation. Throughout
the entire year, there is a significant amount of music
festivals in Denmark. Danes love being outdoors and
enjoying live music together with their friends, no matter
if we are talking jazz, electronica or heavy metal.
04 / PROBLEM FORMULATION
/ 0605
Problem Area
The Sónar Festival is well known throughout Europe as
well as the brand name and origin of the festival can be
used as a base chief marketing. However, competition
with the most famous festivals is huge and many people
of Copenhagen are willing to choose other festivals
with which we already created a cultural and historical
connection.
On the other hand, Danish people are open to new
experiences and people who already visited it in different
countries might recommend it to their friends. Moreover,
people with similar music tastes from other Scandinavian
countries are bound to be interested as well, which will
increase popularity for upcoming events each year.
Another challenge Sónar will have to face, besides the
competition, consists in demographic behaviors and
climatic conditions that generally occur in Denmark.
Problem Formulation
What would be the best possible way to target
the right audience for the Sonar festival, with
online campaign as well with offline? In order to
answer this question, we will have to cover four
main areas:
- Identify the right target audience;
- Understand their behavior in relation
to music festivals;
- Develop an efficient online campaign
for entering into the danish market;
- Identify offline channels and
communication channels.
“The formulation of a
research problem is the first
and most important step
of the research process.
It is like the identification
of a destination before
undertaking a journey.”
5. Mission:
Sonar is an event that gathers New Media art with Advanced Music in order to deliver the attendants, new trends and
experience that they don’t get in other places.
It’s a mix between Creativity, Technology, Innovation and Business.
Vision:
Sonar intends to combine the best music and artists with new multimedia technologies promoting the sharing of
experiences during day and night over three days. Also it’s a great place to do business and keep up with the trends
and what the future may hold.
Values:
GLOBAL EVENT
Sónar has firmly established its reputation as one of the largest and most prospective festivals of its kind, without
compromise on innovation or experimentation.
05 / MARKET ANALYSIS AND COMMUNICATION
If people like you they’ll listen to you, but if they trust
you they’ll do business with you.”
GLOBAL EVENT
Sónar has firmly established its reputation as one of the
largest and most prospective festivals of its kind, without
compromise on innovation or experimentation.
UNIQUE
Sónar has a unique format and content that creates
a reference for international festivals with balanced
cultural offering, combining a playful nature, avant-
garde and experimentation with advanced dance music
and media’s newest trends.
SOCIAL
Sónar is a meeting point for the ones who are interested
in this type of events. It is a place where people can
share their work, believes, business, and enjoy the
best that happens in this world related to culture, art,
innovation and music.
Electronic Dance Music (EDM), for the past 20 years
EDM has achieved an enormous leap regarding
popularity, producers, events and track production.
Each year the number of events increase with the
demand of more EDM-only festivals and events.
This relatively new style in music has had more
than 190% increase in popularity in the last 2
years alone, responsible for which are festivals that
have been created for the EDM scene exclusively.
Popular examples are Miami’s Ultra Music Festival,
Tomorrowland from Belgium, Barcelona’s Sonar.
Location and DJ line-up are important, however other
factors like promoter of the event and peers attendance
are also a crucial part of the selection of a location and
event, a study on the behavior of EDM fans suggests.
Comparing EDM fans with other music genres,
electronic music fans are more likely to attend an
event if their peers are also going to be present by
73% compared to 43% to other music fans and EDM
fans are willing to bring a 2-3 more friends in general.
Furthermore, 38% of EDM fans consider the promoter of
an event an important factor in choosing an event over
their competitor’s one, opposed by 10% of other music
fans who deem the promoter less important than the
performer. These statistics, specially applied to a mass
performers event, imply that trust is a tipping point when
choosing a festival to attend.
Moreover that same study provides us with the
information that ⅓ of the EDM fans have started visiting
events before they got into the music itself, which is an
obvious proof that experiencing an event with a group
of friends is the most important factor to fully enjoy the
time spent.
Another point that has to be taken into consideration
is the factor of social media. The average event guests
are people ranging from late teens to early 20’s, they are
extremely active on social media and 73% of EDM fans
view friends attending an EDM event on social media
and makes them want to attend more vs. 36% of “other
music” fans. Adding to the importance of social media,
EDM fans share more on social media before (67%),
during (41%) and after (63%) an event as opposed to
“other music” fans (37%, 21%, 51% respectively).
Suspense is a major factor. DJs have caught on to
the fact that teasers work. Nothing lights up the fans
reaction like a few seconds of that eagerly awaited
track, a picture of the producer doing something
ordinary that the fans can relate to or answering a tweet
or question asked online.
All this proves is that electronic music fans tend to skew
younger and are thus much more active on social media,
> EDM Market Worldwide
05.1 /MARKET RESEARCH
Zig Ziglar
07 / 08
6. Danish market
Denmark is a music festival nation. With up to 160
festivals arranged last year (2013), the market is getting
tougher, as more festivals start up. The festivals that
could feel most of the competition the last years were
the traditional festivals, such as Roskilde and Skive
festivals. The new festivals are niche specific, which
makes it harder for the traditional festivals because of
their more specific target audience.
Danish weather
Denmark is almost entirely surrounded by seas and the
wind that is coming from west makes Denmark’s weather
and climate mild. The variation of the temperature is not
very big, between day and night. What can make the
fluctuations of the temperature is the quick change of
the wind direction and wind gusts which make Danish
weather hard to predict. During a year Copenhagen has
an average of 170 rainy days. The rainiest periods are
between September and November. In Denmark January
and February are considered the coldest months of the
year.
Danish taste in music
In the survey we conducted 24 people participated; out
of them 75% were male and 25% female. In that survey
we asked them to pick their favourite genre of music,
with multiple choice of answers and it showed us – 25%
like dance, 8.33% like trance, 25% like Dubstep and
37.50% House. Those genres can be all described as
electronic music, which is 23 choices out of 38 and that
makes electronic music most popular.
Since our survey had only 24 participants we found
more statistics, to get even more accurate results. In
the first research with 8026 people, where 7% of them
were from Northern Europe – 44% picked Dance as their
favourite music.
The second research we found was even more accurate
and trustworthy. This research was made for Danish
Ministry of Culture, by Epinion and Pluss Leadership.
Within 5120 people, 35% between 15-19 year old and
45% between 20-29 year old, listen more to electronic
music.
Which makes the electronic music most popular
among young people 15-29 year old. To get the better
understanding of the position of the consumers and
music, you can see in figure 1 that Electronic music
belongs to more modern people.
> EDM Danish Market
http://politiken.dk/kultur/musik/ECE2033058/danske-festivaler-er-haardt-pressede-paa-
oekonomien/
http://www.b.dk/kultur/nye-festivaler-presser-roskilde
http://goscandinavia.about.com/od/denmar1/ss/weatherdenmark.htm
http://www.dmi.dk/vejr/arkiver/maanedsaesonaar/vejret-i-danmark-aaret-2012/
Market rapport 2013 (The Festival Awards)
Danskernes Kultur Vaner 2012 (Bogen)
Table 1 - How often do you listen music?
Music consumption in Denmark
A research made by Epinion and Pluss
Leadership for the Danish Ministry of Culture,
shows that there has been an increase in the
population’s cultural consumption from 2004
to 2012 – both among adults and children in
the majority of the cultural fields. The most
significant increase in adult consumption and
activity is seen in music, sport, voluntary work
and Internet use. Kids consumption of music is
also increased, even more than adults. The 15-
39 year old are by far the largest consumers,
from the 79% adults who listen to music daily.
The statistics from Table 1, conducted in 2012
by by Epinion and Pluss Leadership, shows
how often Danes listen to music. There were
5120 people who participated in that survey. It
shows a strong connection between the music
consumption and age – the younger they are,
the more music they listen to.
View Market Positioning Graphic - Appendix
09 / 10
7. DISTORTION 04-08 JUNE
Distortion is a festival that is held at outdoor and indoor venues around Copenhagen every first saturday of June. I
has become increasingly popular since it’s creation at 1998, attracting attention with the concept of mixing all types
of music. 80.000-100.000 people visit daily during the 5 days of festival, attracting people who search for a night of
awesomeness before returning to their obligations.
Held annually since 1998, Distortion is, as his name suggests, a mash-up of all types of music genres, including
dance, rock, freestyle hip-hop, tech-house, polka, and street art. It takes place on the streets during the day, and
closing at 10 in the evening, and beginning the “Distortion Club”.
Voluntary contribution is highly encouraged, since the outdoor events are free of charge and anyone can attend them.
Moreover, street wristbands are the marking of people who redound to the support of the festival.
Distortion keeps expanding, with the latest new audition being the Harbour part, a temporary change from the city
center of Copenhagen, collaborating with some of the street hosts from the previous celebrations.
STRØM FESTIVAL 11-17 AUGUST
Created 2007, held indoor and outdoor, in diverse venues, Strøm celebrates all aspects and genres of electronic
dance music. Considered the premier EDM event in Scandinavia, and with a span of seven days, featuring 61 events
at 21 venues with 171 artists, the festival focuses on quality above quantity, with an various audience of young and
old, families, hardcore ravers, and one time visitors.
With the line-up of well known artists like Thomas Knak (Opiate), Linus Ellesøe (WOBBLE SQUAD), and other
Scandinavian DJs, Strøm is divided into three categories, workshop and master classes, concerts, raves and
events, and outdoors concerts in Enghaveparken. The festivals keeps presenting the newest and most extraordinary
electronic music artists of both local and international origin.
Supporting, strengthening and uniting the Danish music scene, Strøm intends to keep spreading awareness of EDM,
altogether with promoting Copenhagen locally and internationally as the home of the leading electronic music culture.
05.2/COMPETITORS PROFILE
ROSKILDE FESTIVAL 29 JUNE-06 JULY
Taking place near the eponymous city, Roskilde Festival is one of the largest music festivals in Northern Europe.
Created by 2 students and then transferred to Roskilde Foundation, it has been run as a non-profit organization since
1972. The festivals start is occurs on the following Thursday, at the site that is known as the “Festival Site”. With a
length of 4 days The festival is fit to be appealing to the mainstream flow of youth from Scandinavia and the rest of
Europe.
The opening of the festival’s campsite is on Sunday morning, the week before the beginning of the festival. The
festival’s camping areas include East, West, and a smaller camp on the South. 32.000 volunteers from cultural
and sports organizations annually contribute to the maintenance of the camping sites, including toilets, cell phone
charging spots and luggage storage areas.
Naked run
Every year since 1999, on the Saturday of the festival, Roskilde Festival
Radio organizes a naked run around the camp site. One male and one female
winner receives a ticket for the next year’s festival. In the past few years, the
naked run has become so popular that the Festival Radio has been forced to
arrange qualifier events for the male participants.
11 / 12
8. 2 Power of Consumers (Buyer power)
Music listeners (purchase music online and offline)
Individuals attending EDM events
Companies has retail providers
Music stores
Audio producers
Record companies
Managers
In the current state of EDM, the customers rely on social media interaction
and marketing is done directly, and more important, indirectly. Many people are
attending festivals or are listening to a genre because a friend introduced it to
them in the past. That, however, doesn’t diminish the music people can find,
listen, and buy online. Some prefer to have an original, “hard” copy of the work
of a producer and at the end, their top choice of purchase will be the work of a
producer or promoter they trust.
3 Threat of new Entrants
Highly specialized and typically select talents or well known artists
Online partners
Offlline partners
New entrants are in low risk due to the high competition and the financial power
inside the industry
For an unknown festival, the road to establish itself on the market will be long
and rough, however, new talents are easy to come by in the Scandinavian
region, which is empowered with the electronic music vibe. Furthermore, local
artists might receive the support of consumers faster than other well known
worldwide artists.
On the other hand, local promoters play a huge role in the loyalty that can
overcome the producers who already have a well established name.
05.3 /MARKETING ANALYSIS & SEGMENTATION
> PORTER´S 5 FORCES
Considers five factors, competitive “forces” that must be studied so that we
can develop an effective business strategy. Porter refers to such forces as the
microenvironment in contrast with the more general term macroenvironment. Use of
these forces in a company that affect its ability to serve its customers and make a profit.
The Porter’s 5 Forces model provides an analysis of the industry as being influenced by
five important forces.
To better understand the industry context of electronic music and how competitive is
the market,
we made a diagram which represents the potential entrants, suppliers, buyers and
substitutes of Sónar Festival.
1 Power of Suppliers
Partners
Distribution Channels (online&offline)
Sponsors
Artists and their managers
Local Companies
Being a festival originally from Barcelona, Spain, it will be counter-profitable to rely on
printed material (brochures, posters...), we need to hire danish companies to build the
infrastructure, take care of customers during the event, and clean after the event is over.
The transportation costs are also too high to depend on companies other than local
ones.
View Porter´s 5 Forces Diagram - Appendix
13 / 14
9. 20
Survey Questionnaire: Evaluating the data
Our survey, was conducted on 24 people, have provided us with data about the
understanding of our target group. Of the data collected we understand that 3/4th
of the people surveyed are male, moreover, 92% of all the participating people
are from 21 to 30 years old, and more than half of them are in a relationship.
Taking music into consideration, the genre preference of people is divided
into 45% Pop, 42% Rock, 37% House, 29% Hip--Hop, Dance and Dubstep
presenting 25%, and Jazz, Metal and Trance, at the bottom of the table. The
most visited festivals are Distortion with 62% of the surveyed and Roskilde with
50 percent, which serves to prove us that they are our top competitors. The
remaining festivals have received less than 30% attendance of all the surveyed
and ,although, that is not a complete surprise, they are not as widely visited as
the already well known festivals.
When asked what do they enjoy the most about festivals, 45% describe hanging
out with friends as their top reason of attending, 37% point music, and 12%
say escaping from normal life. Regarding money spent on festivals, 1/4th of the
people have answered that they spent more than 3500 kr per year, and 21%
discard money as factor, and have chosen “As much as it takes to have fun”.
When questioned how they get their information about festivals, an unsurprising
number of 75 percent point friends as their main source for this kind of
information, Facebook following with 42%, TV with 17%, and Radio with 13
percent.
03.5.1/ SURVEY ANALYSIS
A single survey may focus on different
types of topics such as preferences,
opinions, behavior, or factual information,
depending on its purpose
/ 17
5 Industry Rivalry (Competitive Rivalry)
Roskilde, Distortion
Free outdoor events provided
Volunteers are the main “working hand”
Well known competitors with high support of people
Different music genres
The rivalry of other events is hard to overcome, mainly because of the strong
bond of Danes with the well established festivals. Other aspects include the
variety of music genres they provide and the free non-profitable way the
current annual festivals operate, causing people to have a high opinion of the
festivals, and encourages fans to volunteer with the purpose of contributing to
the events, so the tradition of their occurrence can continue.
/ 1615
4 Threat of Substitute
Festivals or other cultural events with free and low entrance
Small outdoor events occurring in CPH during the Sónar event
In low risk, the free streaming music and pirate sites
A problem is the free and widely visited Distortion festival, which is well known,
has free access during the day, and features a wide variety of genres. However,
the risk of substitute is low because of piracy and streaming music, which
leads people to visiting events for other reasons, like having fun or meeting
new people. Moreover, the opportunity of Sonar visiting your country is an
occurrence that only one generation in 20 years is likely to experience, which
will lead to a highly increased interest.
10. 17 / 18
> PEST(EL)
Isan essential tool for analyzing the entry of any company in the market or in the reanalysis of existing placement,
and is based on the analysis of the external business factors that may influence, directly or indirectly. This is because
of an investigation in some depth, which is divided into the six categories: Political; Economical; Social factors ;
Technological; Environmental factors and Legal.
Such categories or factors can not be considered as static elements, but rather as dynamic forces in continuous
change, thus also deserve a follow contínuos.The goal is to provide a report on the various macro-environmental
factors that should be taken into account by the company .
Political
The Ministry of Culture, as a regional music venue, is enabled to keep a high artistic profile, supporting festivals
like STRØM and DISTORTION in CPH as the electronics’ capital and club music scene. We could say that they´re
working as a quality regulator for this type of events.
Economic
There are four major music producers controlling the market (UMG 30%; SONY BMG 28%; WARNER 20% and EMI
9%). It´s a very competitive industry, but still out of the 20th top countries on the electronic world music.
However, along history, more Scandinavian artists appeared on the world circuit in Pop/Electro/Trance music style
and also as producers.
The investment is high because there are a lot of needs to be satisfied by the EDM fans.
Sociological
The current population of your target audience is from the 18 years old to 30 years old, and they´re very connected to
these cultural events, also with artists and social media networks.
Young generations are proving that they want to take risks when having new experiences, specially when assisting
this events and trying to have careers as music artists.
Technological
Denmark is a country that makes use of technology to optimize their services and goods, lifestyle and business.
Being very connected to gadgets and electronic trends and specially, innovative, most of the population possess a
smartphone and is very attracted to social networks; payments and shopping online.
As we have suspected 3/4th of the surveyed have never heard of Sonar, while the rest
have heard or know what is it about, however, 38 percent are willing and interested to
attend the festival in the upcoming years, and 38 percent more have chosen maybe as
an option for the future. This proves that the Danish music fans are open minded and
willing to “try-out” an event they have never or just heard about.
This data is going to be taken into consideration when creating the campaign, since
it is a glimpse of the way the target audience perceives Sonar and music festivals in
general. Based on this research, we can appoint that our target audience is within the
range of 18 to 32 years old, with a special focus of 20 to 29
“For survey designers, the
task involves making a
large set of decisions about
thousands of individual
features of a survey in order
to improve it.”
Refer to Questionaire - Appendix
11. 19 / 20
Other important part of our market research and
marketing audit, was the SWOT
Analysis - a technique used in the business context to
discover new opportunities
and to manage and eliminate threats. We looked into
internal and external
strengths, weaknesses, opportunities and threats of the
business compared to
the competition. With this framework, we can start
defining a strategy to distinguish
Sónar from other competitors brands in the Danish
market.
TOWS Matrix is a variant of the SWOT Analysis.
Therefore, by analyzing the external
and the internal environment, we identified strategies
matching strengths with opportunities (SO), strengths
with threats (ST), weaknesses with opportunities (WO)
and weaknesses with threats (WT). Each of these
quadrant represent a list of potential alternatives that we
will use to create and develop our campaign.
With TOWS Matrix we saw our project taking a direction
through problem solving and decision making.
> TOWS MATRIX
> SWOT ANALYSIS
> STP
The STP model is useful when creating marketing communications plans since it helps marketers to prioritise
propositions and then develop and deliver personalised and relevant messages to engage with different audiences.
The goal of micro-segmentation to analyze the diversity of needs of different groups of buyers within the product
market identified by the analysis of macro-segmentation. Thus it is possible to identify groups of buyers looking for
the same set of attributes, according to the following criteria: Demographics; Psycographics; Lifestyle; Geography;
Values&Beliefs; Behaviour; Life stage and Benefit.
Legal
Danish law is very much biased towards the rights, but Internet users and website operators receive a pretty raw
deal.
Under Danish law, ISP was made responsible for the copyright violations of their subscribers, which they can shut
down a customers Internet connection or close a website easily.
Individuals should be made responsible for whatever it happens on their internet connection, whether they were
carried out any infringements or not. It´s up to the individual to prove that he didn´t do it and that the responsibility of
infringement lies with a 3rd party.
ISP (Internet Secure Protocols) can block access to specific websites; shut down Internet connections and filter
certain Internet traffic.
Environmental
The weather could be a conditioner for this type of event. Normally, EDM fans (at this time of year), prefers outdoor
experiences. Sun; heat; nature; freedom…are some of the feelings linked to frenzy; distraction; bliss .
Even on summer, there are some periods of rain and windy and max. temperatures will be no more than 25 degrees.
Refer to STP Graphics and diagrams - (pag.??)
Refer to TOWS Matrix - Appendix
Refer to SWOT Graphic - Appendix
12. / 27
05.4/ EDM FANS PROFILE
EDM Enthusiasts are More Mobile and Social . It’s no surprise that EDM
event attendees are more social than other music genre event attendees,
but the difference is quite staggering.
Social media is a big driver for EDM events: EDM attendees report
hearing about the events that they attend via social media and report
that seeing friends posting about attending an EDM event over social
networks mentioning that they will assist again.
Smartphones are integral for the EDM experience: Purchasing event
tickets on a smartphone its a lot commun amoung EDM fans when
deciding to attende an event.
EDM fans love to share: Interestingly, people who attend EDM events are
significantly more likely to share on social media, during and after. These
fans also take more photos and videos of the events than other music
fans.
EDM events are growing incredibly fast. The ticket sales quadruple for
EDM events in the last year, and sold EDM event tickets in 28 countries.
This kind of growth doesn’t come without some consequences; affraid
that becames too mainstream and too commercial.
http://www.eventbrite.com
+ Sónar Stockholm February 2014
05.5/ COMPETITIVE STRATEGY
> ESP: Meet the Sónar family. Other Scandinavian countries have, so should you.
> USP: Internationalize your electronic music through Sónar.
05.5.1/ CAMPAIGN STRATEGY
/ 2221
The profile we have set for the target audience is an individual between 18 and 30 years
old, who is modern, conducts various activities or tasks on smartphones, and is quite
attached to this type of events to record and share their experiences on social networks.
These people are facing new technologies and new media, and likes to be accompanied
by their friends and attend the next year.
05.4.1 /PERSONA PROFILE
A Campaign striving to provide people with the best electronic music experience that they are able to receive, has
to have different promotional tools in the face of not only social media, but support from international companies,
support from other DJs, and most importantly support from the hardcore EDM fans, who make other festivals a
tradition and can make this one a legend.
Offline campaign:
The purpose of the offline campaign is not to fully brand Sónar or give away all the information right away, but to
rather increase the awareness of the presence of the festival, and serve as one of the sources of how people will get
to know about it being present on the Danish market, and thus redirect them to the social media or website where
they can access more information.
The information they contain will be updated several times through the campaign and the tools will provide teasers at
first while slowly revealing more information.
Posters, Billboards, Rotation displays:
A good way to increase conversance are posters and billboards positioned around key roads in Copenhagen and
rotating displays on training stations.
Articles in free newspaper:
Another method of spreading awareness is having articles every couple of weeks reminding people about the
upcoming event, and containing short peaks into the upcoming festival.
Cars with Sónar logo and short slogans:
Cars driving around Copenhagen, containing short messages like: “The worldwide famous EDM festival is finally
in Denmark!”, “Artists like Plastikman, Skrillex and many more await you, visit us on Sónar.dk!” (after the website
launch), and play music for everyone to hear and notice, around central Copenhagen in the afternoon and evening
hours.
13. / 2423
Online campaign:
The purpose of the offline campaign is not to fully brand Sónar or give away all the
information right away, but to rather increase the awareness of the presence of the
festival, and serve as one of the sources of how people will get to know about it being
present on the Danish market, and thus redirect them to the social media or website
where they can access more information.
The information they contain will be updated several times through the campaign and
the tools will provide teasers at first while slowly revealing more information.
Posters, Billboards, Rotation displays:
A good way to increase conversance are posters and billboards positioned around key
roads in Copenhagen and rotating displays on training stations.
Articles in free newspaper:
Another method of spreading awareness is having articles every couple of weeks
reminding people about the upcoming event, and containing short peaks into the
upcoming festival.
Cars with Sónar logo and short slogans:
Cars driving around Copenhagen, containing short messages like: “The worldwide
famous EDM festival is finally in Denmark!”, “Artists like Plastikman, Skrillex and many
more await you, visit us on Sónar.dk!” (after the website launch), and play music for
everyone to hear and notice, around central Copenhagen in the afternoon and evening
hours.
With a highlight on Facebook interaction and promos on worldwide known
websites for music, like Soundcloud and YouTube, Social Media is a vital part
of every campaign in this digitally driven world. The purpose of all the media
elements will be to keep fans entertained, encourage them to share and
spread the word of Sónar to their friends, with small teasers of the upcoming
DJs, “Guess the Dj!”, share your best friend’s favourite DJ song, and more.
Facebook:
Our biggest focus will be Facebook, as our research showed that a large amount of the people in our
target group use it daily and get their information about EDM events from it. The goal is to be as present as
possible, with different posts, for example: “Share your best friend’s favourite Dj song!”, which will contain
the message, share a song and tag your friend, and the 3 most liked shares will receive 2 tickets, for you and
your friend to attend!
Twitter:
Although, our survey suggested Twitter isn’t as widely used as Facebook is by Danes, we will use it as a way
to update fans about the dates our different campaign pieces will launch. We want it to be one of the places
where people go for information and the newest teasers, as well as another way to share this information
with their friends.
Instagram:
An amazing way to adjust and share your pictures, Instagram will be vital to “sharing” the experience of the
actual festival, as well as having a “Share your most epic EDM moment!” post, which will encourage people
to post their previous experiences, remember their own or see other people’s experience, and wish they can
re-live it.
SoundCloud:
Being one of the best ways to share, listen, and comment music tracks, Soundcloud provides us with the
opportunity of launching a “Guess the Dj!”, as a teaser of a producer that is going to perform on Sónar, and
encourage people to comment and try to guess who the producer is. This will apply only to new unreleased
tracks, ones that will not be recognized by programs like Shazam, or ones that would have been created for
the festival exclusively.
YouTube:
A similar purpose will serve YouTube, although, it will also be used as a way of showing people videos of
what they have missed from the previous day, and also keep a live stream of the Sónar ByDay, with an
overview of the current activities taking place at the festival grounds.
14. / 26
05.5.2/COMMUNICATION PLAN
This section will cover:
_Stakeholder Management – identification of project stakeholders, analysis of their
requirements, and planning for their needs
_Communication Planning - the communication and information needs of project
stakeholders. Who needs what information, when, in what format, by what
means and how to receive input and feedback and to create buy-in and ownership.
_Information Distribution - how information will be distributed to all stakeholders.
………………………………………………………………………………………………………
Event Objectives:
1. Present unique festival on the EDM
world music circuit
2. Promote Advanced Music and New
Media Art
3. Consolidate the brand over the
Scandinavian region
4. Increase profit
Communication objectives
Promote Advanced Music and New Media Art over the Scandinavian region within
the success of Sónar in past editions in order to gather more followers and elevate
all the fans/attendees and artists of EDM music.
2925
15. / 28
Direct Marketing
“The use of email for these direct
marketing activities is far more efficient.”
[source: Bowdin, et al., 2011 p.249]
-Direct communication
-Registration of ticket purchase
-Personalized notifications
-Cost effective and measurable
Sales promotions
-Discounts and incentives
-promotional contest on Facebook to win
free entries
Social Media
-Facebook page (contest and buzz)
-Youtube Channel (viral activity and videos)
-Soundcloud (store and share)
-Spotify and LastFm (music to go)
Public Relations
-Press releases
-Celebrities–“Role Models”
Sponsors
-European Travel partners
Travel packages = Ticket purchase
-Partnership – PEST(EL)
Experimental marketing
“Triggers a multi-sensual brands
experience where the audience are
stimulated through the interaction of the
activities.” [Wohlfeil and Whelan., 2006]
-SWOT = USP = Experimental Marketing
-Cohesive with USP
-Promote in Barcelona; Munich; London;
Paris; Milano; Amsterdam; Lisbon;
Gothenburg; Oslo and Reykjavik. (EXAMPLES)
Advertising
-Expensive marketing tool
-Billboards and Mupi´s (national and
international)
-Spreading the message : “like a slogan”
-Cars and vans
-Travel Agency´s flyers and posters
-Advertisement on airplane companys (Air
Berlin; Norwegian; SAS; Niki...)
-Sónar Electronic Tent (2 months ;
everyweekend before event):
. Invited artist for autograph
sessions and small lectures about EDM
music, followed by music sessions with
new talents.
. Chats with partners and sponsors
to promote the event. (live stream)
05.5.3/COMMUNICATION TOOLS VIEW COMMUNICATION TOOLS
27
High level of interest in attending to the event, spreading the word through social
networks and use the official website website and App has basictools to launch the
campaign and update information to all the followers of Sónar and EDM.
Expand and consolidate the brand over the Scandinavian region in order to get
more profit and recognition and future customers.
Please refer to the EDM Fans page. (pag.??)
Clear and objective message will ensure that the stakeholders would understand the
objective and the purpose of having a event like Sónar giving them opportunities to
experience and develop new trends in electronic music and media art.
View Communication Tools Board (pag.??)
Media elements are essential in order to catch the users attention, interest and
awareness.
View Communication Tools Board (pag.29)
> PURPOSE
> EFFECT
> SENDER
> RECEIVER
Deliver to all the attendees of the festival a unique experience in EDM and media
art.
Boost the market of electronic music in the region of escandinavia: NEW TALENTS;
ARTISTS; PRODUCERS; MANAGERS,SUPPLIERS AND ORGANIZATIONSView
SWOT/TOWS Matrix Analysis (pag.??)
> COMMUNICATION
> MEDIA ELEMENTS
16. 29 / 30
MEDIA TYPE REACH FREQUENCY IMPACT TIMING
Advertising -Billboards
-Mupi
-Posters
-Flyers
-TV
/COMMUNICATION TOOLS BOARD
Direct Marketing
Sales Promotions
e-Marketing/
Social Media
Public Relations
Sponsorship
VEHICLE
Direct mail
-Facebook Contest
-Word of mouth
-Facebook
-Youtube Channel
-Soundcloud (store/share files
on the cloud)
-Spotify(playlists)
-Official Event Website
-App
-Press release kit and
celebrities
-Press conference
-Press release kit and
celebrities
-Press conference
Previous attendees
Target audience Existing
and New customers
Media national and
International
International
International
Media national and
International
1 TIme
Frequently 2 to
4 times a week
2 Times
Constantly
1 Time
1 time
(CPH and at least 4 different EU
Capitals
High
1 month before ticket release
6 to 7 months before the event
1 time 7 months before the
event+ 1time 1 month before
the event
During the tickets sales
2 months before the event
2 months before ticket release
Medium
High
High
Medium
High
Providing information for
previous attendees
Regular updates with
information and links
Relevant information
(program and event summary)
Providing transportation for
international attendees
Creating buzz
Awareness within attendee
catchment zonez
17. 31 / 32
05.6/ EVALUATION
> Importance of evaluation, type of measurements and how we could do it.
Communication method Pre-test During and post
Advertisement Concept test Post analysis
Sales promotion How many people follow/re-tweet
on daily base
How many tweets and
responds and media
coverage
Social media Usability tests Friends;likes;views;respond
Public relations Journalist audits Media evaluation
Sponsors Assessment of the sponsorship
companies
Hits clicked through
Experimental marketing Evaluation surveys and focus groups 6 to 7 months before the
event
Direct marketing Concept test 6 to 7 months before the
event
06 /DESIGN PROCESS & DOCUMENTATION
> DESIGN BRIEF
Project Description
Our goal is to create the Sonar website portal for the upcoming music festival in
Copenhagen. As it’s happening each year, Sonar will need a new website for the
festival. The team will need to create a campaign that involves offline and online
content.
The campaign will be focused on the online platform using media factors as much
as possible. The team is responsible with creating an informational website for the
consumers.
This project is a great opportunity for each group member to apply everything that he
has learned the whole semester.
Project Objectives
What we want to achieve?
As a group, our goal is to create a new and accessible way for the consumers to find
all the information possible about the upcoming music festival called Sonar. We want
to bring the atmosphere of the festival directly to the public through the website such
as information about the location of the festival, the artists line-up, ticket prices, news
about the festival, contest information.
Our aim is to create a brand for the festival and surpass the competitors.
Technical Constrains
The most important and fundamental technical constrain is to adapt the website to a
flexible design for the mobile viewports, such as tablets and mobile phones, because
the target audience will mostly find the information on their phones and tablets.
On the website there is going to be a news section where we have planned to use PHP,
and as an admin you will be able to post news.
Scope of work
There is no budget allocated for this project. It is just the amount of time and knowledge
that can constrain us at the moment.
We are going to evaluate the success or failure of our project at the final stage where we
will receive feedback from the consumers, and the most important is the informational
rate and how well is the festival attendant going to be informed about the festival and if
our mission to bring him to the festival is a success.
18. > DESIGN PROGRAM
“The key for designers is how they use Helvetica. Being neutral is one of its most favorable
characteristics. This allows the font to be versatile and give it a range that many fonts can
never.” achieve
abcdefghiyjlkmnopqrstuvwxzåæø.,:;=+?)(/&%€#”!§
abcdefghiyjlkmnopqrstuvwxzåæø
0123456789ABCDEFGHIYJKLMNOPQRSTUVWXZÅÆØ
ABCDEFGHIYJLKMNOPQRSTUVWXZÅÆØ.,:;=+?)
(/&%€#”!§
abcdefghiyjlkmnopqrstuvwxzåæø
0123456789ABCDEFGHIYJKLMNOPQRSTUVWXZÅÆØ
Helvetica Bold
Helvetica Regular
ABCDEFGHIYJLKMNOPQRSTUVWXZÅÆØ.,:;=+?)(/&%€#”!§
abcdefghiyjlkmnopqrstuvwxzåæø
0123456789ABCDEFGHIYJKLMNOPQRSTUVWXZÅÆØ
Helvetica Thin
> TYPOGRAPHY
> CORPORATE COLORS
The decision for this color scheme was based on the national flag of Denmark, where we slightly
changed the red to a more flat and modern one and adding the black to have more contrast pos-
sibilities, and Since we are talking in electronic style, it gives the strenght to all the communication
materials.
> TRADEMARK
33 / 34
Offline Design
As versatile and old as it is,
Helvetica is the perfect typefont
solution for the offline campaign.
It will give a bold, catchy and
elegance to our message and too all
of the pieces of this campaign.
We also add as a 5_Element, the
line shape. It can be found both
offline and online.
Posters, flyers, Billborads, TV Ads...it
will be a element in constant use.
Gives the sense of movement, path
or direction; to follow.
Online Design
Use of OpenSans in all the online
pieces of our campaign is easy for
the user to read, simple and well
structured.
Other reason is, this can font can
be used from the GoogleFonts ,
ensuring that any user can visualize
the website correctly..
OpenSans Regular
ABCDEFGHIYJLKMNOPQRSTUVWXZÅÆØ.,:;=+?)(/&%€#”!§
abcdefghiyjlkmnopqrstuvwxzåæø
0123456789ABCDEFGHIYJKLMNOPQRSTUVWXZÅÆØ
ABCDEFGHIYJLKMNOPQRSTUVWXZÅÆØ.,:;=+?)
(/&%€#”!§
abcdefghiyjlkmnopqrstuvwxzåæø
0123456789ABCDEFGHIYJKLMNOPQRSTUVWXZÅÆØ
OpensSans Bold
A trademark is very important to a business or
organization because the general public identifies
the mark with the provider of good and/or
services. This means the general public equates
the mark with the reputation of the goods and/or
services. An enterprise’s trademark can frequently
be its most valuable asset.
Picture Trademark
Figurative
Metaphoric
C= 75
M= 68
Y= 67
K= 90
# 0 0 0 0 0 0
RGB= 000 000 000
C= 0
M= 0
Y= 0
K= 0
# f f f f f f
RGB= 255 255 255
C= 03
M= 82
Y= 56
K= 00
# e 8 5 5 6 0
RGB= 232 85 96
19. > LOGO VARIATIONS
The logo was developed based on Norse mythology. The head of a snake, or is Jörmundgander
Jormungand; giant snake, daughter of the God Loki, son of the King of the Gods Odin.
This divinity was used during the Viking shipbuilding, carved in wood and placed in the bow of the
boat. The exoteric meaning comes from the idea of journey; voyage; unknow; discover (expression
“víkingr” = go/on “viking” ).
06.1 /WEBSITE - INDEX PAGE
35 / 36
_Header with logo and main navigation _Intuitive
buttons with simple transitions
_Proximity & similarity
_UX helpers
_Similarity
_Link for
LiveStreaming of
the festival
_Visual Elements to
inform users about
the alignment of the
festival
_Similarity&
Proximity&Closure
_Footer section with
logo and press email
contact
_Body section with
the line-up for the
event (main artists)
s14exam06.keaweb.dk - Prototype
20. / 38
06.1.2 /MOBILE & TABLET DEVICES 06.1.3 /TONE OF VOICE
37
A) Facebook Profile page example
B) Soundcloud Profile page example
C) Campaign Offline over Europe (Lisbon,PT)
C
A
B
21. / 4042
07 /USER TESTS
08 /TECHNICAL DOCUMENTATION
WoodenCarvenBoard-PosterwithArtistallignment-Flyer3Foldedsections-
USER
EMAIL
PASSWORD LAST NAME
FIRST NAME
USER ID
PUBLISH
NEWSEMAIL
NEWS ID USER ID
AGE
DATE
ATTRIBUTE
ENITTY
RELATIONSHIP
MULTIVALUED ATTRIBUTE
.
.
.
.
A B One A is associated to one or
more B´s
.
primary key
Analysis of the User Test
39
Since we were forced to print this report
on Friday, 30 of May, we weren´t able to
perform the User Test on time to insert it in
the actual document.
We planned to use the Bert test for the
user testing.
This Entity Relationship model shows the structure of the
database. With the ER diagram you can see the dependencies
and requirements between them, like in our example: one USER
can be associated with zero or more NEWS articles with different
attributes.
22. / 4241
09 /CONCLUSION
However challenging the task to brand Sónar on the Danish market
might seem, we have came a long way from researching to planning and
polishing the small details of our campaign.
After the conducted survey and the required information gathered from
internet about the EDM fans, our team have analyzed the results and
came with the plan to appoint a target audience of 18 to 32 years old
and to target people with social media and online activities. In this music
genre, existing because of the available modern technology, keeping
our users socially engaged with something new and exciting weekly, will
be a challenge we have to overcome in the forthcoming timespan of our
campaign.
We have established solid proof that Danes are ready and excited to
accept a foreign festival, on the other hand, their taste of music is the
final aspect that may tilt the scales in choosing an event. The biggest
problem is the well established Roskilde festival and the free, very
popular Distortion. However, electronic music has deep roots in the
Scandinavian countries and the time period between our competitor’s
festivals and ours might be big enough, so the fans crave for more
music experiences.
By using the unique image of the festival, our aim is to provide people
with a chance to escape normal life routine and enjoy the music, that
binds people and lights up the night sky.
“What really decides consumers
to buy or not to buy is the
content of your advertisement,
not is form.”
10 /LITERATURE
David Ogilvy
_ http://www.hypebot.com/hypebot/2013/08/electronic-music-fans-vs-other-music-fans-
study-analysis.html
_ http://www.nielsen.com/us/en/newswire/2013/turn-it-up--music-fans-could-spend-up-to-
-2-6b-more-annually.html
_ http://www.visitdenmark.com/denmark/culture/music-festivals-denmark
_ http://www.festivalsearcher.com/festivallists.aspx?region=europe
_ https://www.eventbrite.com/pressreleases/edm-fan-behavior-differs-greatly-from-that-of-
other-music-fans/
_ http://whiteraverrafting.com/edm-festival-attendance-market-size/2013/09/17/
_ http://studenttheses.cbs.dk/bitstream/handle/10417/1242/taryn_o%C2%B4leary.
pdf?sequence=1
_ http://www.hypebot.com/hypebot/2013/08/electronic-music-fans-vs-other-music-fans-
study-analysis.html
_ http://www.nielsen.com/us/en/newswire/2013/turn-it-up--music-fans-could-spend-up-to--
2-6b-more-annually.html
_ http://www.visitdenmark.com/denmark/culture/music-festivals-denmark
_ http://www.festivalsearcher.com/festivallists.aspx?region=europe
_ https://www.eventbrite.com/pressreleases/edm-fan-behavior-differs-greatly-from-that-of-
other-music-fans/
_ http://whiteraverrafting.com/edm-festival-attendance-market-size/2013/09/17/
_ http://studenttheses.cbs.dk/bitstream/handle/10417/1242/taryn_o%C2%B4leary.
pdf?sequence=1
28. /QUESTIONAIRE /DESIGN PROCESS
The first phase of the design process involved gathering information and
analysis about the client and also about the competitors so the team
could inquire about the purpose of the website.
After gathering information our team advanced to the next phase of
planning the web strategy. For a better organization of the future website,
with the client’s input the team has agreed to set up a sitemap consisting
in a list with all the pages that will contain valuable content for the online
campaign such as: information about the festival, ticket information,
news page, sponsors page, contest page, line-up page with the artists,
about Sonar page and a page where the consumers can watch the event
live online.
The next step involved the team to create the wireframe of the website
based on the sitemap. Several iterations of each page have been done
until the team and the client were pleased with the design and then the
final iteration of each page went into production for the actual visual
design.
Studying Sonar logos used in the last festivals, we came to the solution
that a color that is in high contrast with black is needed to be used in the
new logo, a color which will be present in the overall look of the website.
Each page has its own identity by using a specific background image
with different dynamic scenes from past festivals to create a link with the
history of the festival. The design has been developed with incremented
iterations, each iteration having an extra section containing valuable
content approved by the team.
The typography chosen for the online campaign is Open Sans fonts
family (Regular, SemiBold, Bold). The team choose a font that is almost
the standard for online websites this year and by using the font in
different weights, the consumer will sense the fresh feeling of the festival.
This survey is for Danes or people who lived most of their life in Denmark. This survey is going to
be used to get better understanding of the Danish festival culture. Please help us, there is only 10
questions :)
1) Gender?
2) How old are you?
3) Status?
3. Status?
4. Which of the following festivals have you attended in the last 3 years?
5. What is your favorite thing about festivals?
6. How much do you spend on average on festivals per year?
7. What is your favorite music?
8. How do you find out about festivals?
9. Have you ever heard about Sónar festival?
10. Would you be interested in attending the sonar festival next year?
(Sónar is presenting Electronica, Trance, House, Dub Step, Drum’n’Bass, Grime, Hip Hop etc. in ad-
dition to an endless number of popular international musicians including Daft Punk, Massive Attack,
Skrillex, Trentemøller, The Chemical brothers, Katy B and many more…)
For more information about our survey, go to surveymonkey.com with the following requirements:
username :. alex2665
password :. hacker2665
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