The Future Sound System Festival rolled in to Auckland for its debut at Mount Smart Stadium late last month and sponsor Panasonic was there to support them with a range of experiential activations across the event.
“FLUXX were briefed to develop campaign ideas to leverage this exciting sponsorship opportunity,” said creative strategist Mark Pickering. “Panasonic wanted to effectively showcase their latest consumer product range, specifically the new range of HXS 200RP-HXS200 Panasonic headphones, the PowerLive MaxSC-MAX770 sound system and the new 4K TVsPanasonic Vidiwall.”
The brief also required the activation to increase social media engagement, reach and likes through Panasonic’s Facebook and create user-driven content & a custom event feed through Instagram.
“The crowd were wowed on entry, as the Panasonic MAX truck Truck was placed near the gate to welcome the punters with the latest tunes played through the enormous MAX sound system,” Pickering said.
The centrepiece of the activation was the Video Jockey/DJ silent chill-out room where DJ Arii from the Sweet Mix Kids performed her musical magic through Panasonic’s headphones to guests as they sat and relaxed in the chill-out lounge.
The music was accompanied by visuals on the big Panasonic Vidiwall screens, mixed in by live VJs in the lounge using images that had been shot on Panasonic X1000 HC-X1000GC 4K cameras camcorder prior to the event. The audience were also able to check their Instagram photos and messages on the big screen by using the Future Sound System and PanaSsound hashtags.
Panasonic Paparazzi teams got amongst it with the crowds out at the main stage, taking photos, which were then shared on the Panasonic Facebook page for festivalgoers to share and engage with.
Pickering said the results were outstanding, with record numbers sharing and interacting via the social media channels and the audience at the main stage transforming into a giant blue sea of fans as they wore and waved their Panasonic merchandise.
“Our eight years of music festival experience certainly held us in good stead for this brief and our many insights into what festival punters want at events helped us create some great activation concepts,” he said. “We quickly realised that the amazing Panasonic products were easily showcased via DJs and VJs on their audio and visual equipment and created a cool environment and easy to use AV system for the audience to relax with.
For social, photos are a key element for this target market so we focused on photo teams in the crowd to drive engagement to social channels.”
Panasonic NZ digital marketing manager Tali Rose said: “The event was a real success for us and a great opportunity to showcase our audio and visual products. It allowed us to connect with our audience in a fun engaging way, in the perfect context for the products featured. Panasonic has had a long and successful history in audio innovation right back from the days of Technics to today’s wide range of audio products ranging from Technics headphones and the MAX Sound Systems – Future Sound System was a natural fit for our brand.
We were very fortunate to have partnered with Fluxx, who genuinely understood the connection between our brand and this event and worked with as much enthusiasm as us to create the right experience.”
Campaign Credits – Creative and Production:
Creative Strategist: Mark Pickering (FLUXX: Ideas in Motion)
Senior Campaign Manager: Katy Prosser (FLUXX)
Campaign Executive: Zoe Scheltma (FLUXX)
Campaign Credits – Client
Digital Marketing Manager: Tali Rose (Panasonic NZ)
Digital Content Specialist: Emma van Beurden (Panasonic NZ)
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