HAY Glamping Music Festival’s target audience consists of social media-savvy gen Z (and Saigon Chill Beer’s target audience as well); therefore, we decided to create active experiences that are tailored to their needs and preferences. During the whole event, Sagon Chill built an activation booth in order to effectively engage with the audience of HAY Glamping Music Festival - also their potential customers. We also have a collaboration music performance, in which the brand ambassador – singer Trong Hieu performs with Saigon Chill’s key visual on the stage of HAY Glamping Music Festival. By creating our shareable content and encouraging attendees to post about their experience on social media, we aimed to extend the reach of the event to a wider amount of audience and create a viral buzz around the event. This amplification can lead to increased brand awareness, higher attendance rates, and greater engagement with the event and its message.

HAY Festival’s key message is celebrating the power of music to create magical experiences and lasting memories. Beside Vietnamese artist, we featured 4 international legend boybands who associated with the youth of the 8x 9x generation. From the moment you step into the festival, you are enveloped in an environment of art, entertainment, and tourism that inspires you to enjoy the finer things in life and make the most of every moment. Our team focused capture moment audience enjoy the festival with their friends, lover, family. This is an organic material that would go viral during post-event. The HAY Festival is not just a music event; it is a journey through the rich cultural heritage of Vietnam and beyond. Each performance is a story that is told with every magical note, evoking emotions, and taking you on a journey of self-discovery. The festival provides a platform for both established and up-and-coming artists to showcase their talents and connect with audiences from around the world. The most notable moment of the HAY Festival is the "Kiss Cam," which captures the affection of our audience. This event marks the first time that the Kiss Cam has been utilized in Vietnam, and its impact was felt throughout and beyond the festival on social media.

HAY Festival understands the importance of having a strong digital presence to engage with its target audience and increase brand exposure. As part of its digital strategy, HAY actively produces content across various social media channels, including Facebook Fan page, TikTok, Instagram, and YouTube. Each piece of content is carefully crafted and adapted in various formats to match the preferences and behaviors of its target audience. The content on HAY's Facebook Fan page may be more text-heavy and informative. We collaborated with brand to hold minigame for free tickets. While the content on TikTok is likely to be short-form videos with a fun and playful tone. HAY also takes advantage of the visual nature of Instagram by sharing eye-catching photos and videos of the festival's highlights and behind-the-scenes moments. Meanwhile, YouTube provides a platform for longer-form content such as interviews with artists, panel discussions, and performances, which can help to deepen the audience's engagement with the festival. Brand materials (logo, banner, product image, key massage) are integrated naturally. In addition, HAY Festival also makes good use of influencers, public relations (PR) media and broadcasting (VTV). HAY Festival partners with influencers in the music and entertainment to promote the festival to their followers. We invited these influencers to attend the festival as VIP guests, and in exchange, they may create content featuring the festival and share it with their followers. By leveraging the credibility and reach of these influencers, HAY can attract a new audience and create a buzz around the festival. Moreover, HAY Festival works with PR media outlets to generate coverage and publicity for the event. By generating media coverage, HAY can increase its brand exposure and reach a wider audience, including those who may not be active on social media. PR media also provides an opportunity for HAY to establish itself as a thought leader in the festival space and communicate its values and mission to a larger audience.

KPI: - 10k audience - 40++ PR article - 10 hours performance - 17 artists - 2,000,000 mentions Report after campaign - 21 artist - 120 performance >10,000 audience - 10 hours performance - 150 PR article - 66,500 mentions - 668,500 engagement ~9,000,000 reach