Case Study 2
Branding, Marketing & PR
Quixote Dance Congresses: SensuAlcalá con Salsa!
Brief
The promoters, Quixote Dance Congresses (QDC), wanted to create a unique dance event in Spain: an exclusive experience that would involve the best dance professionals and aspects of Spanish culture, taking place in the open air.
Conceptually, the departure point was the Spanish literary work; Don Quixote de la Mancha (dated 1605- 1614), written by Miguel de Cervantes as a differential fact from other dance festivals held in the country. The location chosen was one of the UNESCO heritage cities, Alcalá de Henares (Madrid, Spain), not only because it was the birthplace of the author but also due to the close relationship he had with the city throughout his life.
QDC sought to offer an experience for dance enthusiasts as well as leading figures of international dance, in addition to a plus in terms of activities related to Spanish culture.
The Challenge
BigBox Agency had the objectives to turn the event into an international benchmark and position the brand as a mark of quality. To achieve it the marketing strategy was divided into 3 phases:
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Before the event:
Make the event known
Generate sales
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During the event:
Cover the areas of communication and marketing
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After the event:
Follow-up
Analysis of results
The Solution
Together with QDC, we defined different aspects to focus each area:
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Scope: International
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Duration: 3 days
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Timetable: Full day. Activities in the morning and parties in the evenings
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Venues: Indoor and outdoor
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Disciplines: Salsa, Bachata, Kizomba
The Brand
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The Logo
From the above details, we designed a Brand Style that meets the users' expectations; with a fresher touch. The colours linked to these types of dances are purple and pink. We also wanted to keep some brightness representing the dancers; dresses in the competitions so that the event could be easily recognizable.
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The Website
We worked on the Creation of Content for the website. It had to include sections such as the history of the festival, the venue, accommodation options, guest artists and a space for ticket sales. From time to time, this content gets updated.
The content displayed both; on the website and in Social Media had to be aligned and maintain coherence so that users could identify the information on each channel.
Social Media
The channels we used were Facebook, Instagram and Youtube.
To make the Corporate Identity and Image consistent, we created an action plan for Customer Service. We foresaw the possible answers to doubts and incidents that attendees might have. As it was the first edition of this festival, we expected an elevated amount of comments and messages on social networks to respond. The replies had to comply with the tone that the brand wanted to transmit: exclusivity, elegance, quality and expertise.
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Before the event:
Each post we designed fulfilled a double function; to inform and tell a little story of who was appearing.
We put special attention on those dance lovers who could sign up to follow their idols.
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During the event:
We published daily posts with updates and changes so that the attendees; could be informed at all times.
We carried out streamings of the different activities that were taking place to connect with followers and potential attendees at subsequent editions.
We used UGC to interact with attendees and share more posts about the event.
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After the event:
We analysed the results in terms of marketing. There were more than 1,571 hours of work at the
preparation stage leading up to the event, and more than 42 hours of work during the days of the event.
Online and Offline Advertising Materials
We worked with the event designer to coordinate the different elements to be distributed for information and promotion of the event such as Posters and Roll Ups.
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Offline
Roll Up 85 X 200 cm
Poster 29,7 x 42 cm
We designed the official brochure with the information about the Festival.
Brochure 14,8 x 21 cm
BigBox also designed T-shirts and backpacks as merchandising of the Festival.
Online
We launched Facebook Ads campaigns, achieved visibility, and increased the number of followers and sales.
The guest artists and teachers recorded videos themselves calling people to attend the event, which provided credibility and grew trust in the consumer.
The cover of Facebook was periodically updated, with information about the artists, their images and CTA.
We launched several promotional campaigns with discounts to encourage sales.
We achieved:
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3.250 Followers on the Facebook Page
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104.066 Visualizations in Social Media (YouTube, Instagram, Facebook)
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13.124 views of the video with more visualizations on Youtube
Media Coverage: local and national media and streaming on Social Media
We designed the PR and Communication of the event. We created the Media Kit and managed the
appearance in different media and specialised portals to publicise the event.
Local Press: Dream Alcalá
National Media: Instituto Nacional de las Artes Escénicas y de la Música (INAEM - Government of Spain )
We carried out streaming of the different activities that were taking place in order to engage with followers and potential attendees for subsequent editions.
The Results
Given such an event had never been organised in Spain before, and that the promoter of the event was new to the sector, we achieved the following results:
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To position the QDC Dance Festival 'SensuAlcalá con Salsa!' as an international quality event and a reference in its sector. Competitors in Spain, until then, had held events in hotels or large venues.
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To meet the expectations of guest dancers and assistants, also generating interest for future editions.
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As a consequence of the streaming and real-time coverage of the event, more attendees joined spontaneously as the days went by.