Daydreaming Experience: Kaufland's event activation for Millennials.
Romanian music events are growing fast, attracting hundreds of thousands of fans, locals and internationals alike. Revenue is expected to show an annual growth rate (CAGR 2019-2023) of 13.4%, resulting in a market volume of US$32m by 2023. (Statista)
German retail giant Kaufland pilots Daydreaming Experience, an event brand organising multiple events and hosting stages at the largest Romanian festivals: Neversea Festival and UNTOLD Festival.
Daydreaming Experience by Kaufland is a colourful and meditative experience, fuelled by sensory activations and soulful deep house sounds performed by internationally renown producers and DJs.
"The Daydreaming Stage explores the more spiritual, multicultural and ethnically inspired electronic music hosting live electronic acts, slow house and playa-tech, enhancing spirits and sharing passion for mind-expanding music."
Each event is powered by Kaufland products, and Kaufland Card owners enjoy additional benefits, like quick access to the Festival through their reserved Fast Lane (Kaufland, 2019).
Using video to potentialise brand awareness
Since 2017, Daydreaming has been working with DanceTelevision, (DT) an electronic and dance music media network focusing on video, to bring online and potentialise the results of its offline consumer activation during these events.
DanceTelevision commissioned sinewave talents and other partners to immortalise the Daydreaming Experience in video, and showcase Kaufland's interactive activities and sensory activations on the festival site.
Capturing the Daydreaming Experience at Neversea Festival with DT
Neversea Festival is the largest beach music festival in Romania. It is held every year in Constanța on the Black Sea since the first edition in 2017.
In 2017 at Neversea Festival, we produced long form multi-camera live recordings and post productions for three shows from the Daydreaming Experience beach stage with the artists Culoe de Song, Soundopamine & Marwan.
In 2018, four LIVE streamed shows with YokoO, Viken Arman, Holmar and El Mundo, simultaneously broadcasting on Youtube and Facebook on multiple profiles.
Capturing UNTOLD Festival's magic with DanceTelevision
UNTOLD Festival is the largest electronic music festival held in Romania, taking place in Cluj-Napoca at the Cluj Arena. It's held every year and has been designated Best Major Festival within European Festival Awards 2015. Guests include a vast range of European countries, as well as Asia and North America.
Since 2017, sinewave produced for Daydreaming Experience and DanceTelevision a series of long form shows and short artist feature videos to be distributed on its own video platform and social media profiles.
In 2017, six multi camera live recordings and post production for the artists performances of Stavroz, BLOND:ISH, Viken Arman, Culoe de Song and Marwan.
Idem in 2018, but this time with LUM and the star of international dance-floors: Claptone. (We also produced shows with Technasia and Lehar on the Orange Galaxy stage that year)
A new approach has been taken in 2019 to maximise the artists involvement in the content we produce. Artists were given the choice between several video formats, including both long and short form options. In this way artists could participate in promotional content which was the best fit for both their own current content strategy as well as Daydreaming's. This strategy was highly successful, with an increase in the artist participation rate from 50% in 2018 to 90% in 2019.
This year's content line up was composed of real time livestream, post produced shows and short artist features for social media distribution. We were very pleased to work with artist luminaries BLONDH:ISH & YokoO, Lee Burridge, Guy Gerber, Sabo & Goldcap, Lovetruckk, Audiofly, Behrouz, Bedouin, Vander, Matthew Dekay, Marwan and OCEANVS ORIENTALIS.
Branded content for long lasting brand awareness.
With Daydreaming Experience, Kaufland capitalises on the impact of music and social gathering on our emotional responses and creation of memories.
A faithful representation on video of these experiences allows Kaufland to expand their reach to thousands more who could not attend in person, invite them to join the next edition, and replay Kaufland music shows all year long.
You can read more about the effects of music on memory on Econsultancy and Event sponsorship marketing on this blog post of Entrepreneur.
All UNTOLD on DanceTelevision here.
All Neversea on DanceTelevision here.
- Multi camera live streaming
- Multi camera live recording
- Video Production
- Video edit and post-production
- Design and motion graphics