Brand Values

Capitalizing on the early sell-out of EDC Las Vegas, we transformed surplus ad spaces into a warm embrace for the festival's essence. Our campaign painted the town with EDC's spirit, merging taxi top ads with an eye-catching digital screen on the strip and an iconic billboard at the airport. These mediums synergistically infused EDC's electrifying energy throughout Vegas, weaving the brand's core values into the city's heartbeat. This initiative transcended traditional advertising, crafting a communal atmosphere that connected festival-goers and locals in a shared, unforgettable experience.

Background

Following the rapid sell-out of the Electric Daisy Carnival (EDC) in Las Vegas, we found a unique opportunity to repurpose unused taxi top advertising spaces. We expanded our reach by incorporating a digital screen on the bustling Las Vegas Boulevard and a prominent billboard outside Harry Reid International Airport. This multifaceted campaign turned into a dynamic celebration of EDC’s success while elevating the brand's values amidst the electrifying atmosphere of the festival, resonating with both attendees and the broader Las Vegas community.

Objective

The primary goal of this campaign was to create an unforgettable brand experience that resonated with the festival-goers long after the event. We aimed to reinforce the core values of our brand, ensuring that every encounter with the advertisement would fortify the bond between EDC's vibrant community and our identity.

Approach

For the campaign's approach, we brainstormed a copy that would echo the festival spirit and bring the brand's essence into the city's atmosphere. We harnessed the vibrant visuals synonymous with EDC. The messaging was tailored to each medium: inclusive and unifying for the taxi tops, visually captivating for the digital screen, and boldly welcoming on the airport billboard. This curated blend of content was designed not just to catch the eye but to create a moment of brand affinity amidst the excitement of the festival, ensuring our message resonated with attendees and the local community.

Outcome

Our campaign's impact exceeded all expectations, turning available advertising spaces into a potent platform that enriched the EDC experience. The concerted effort of taxi tops, digital displays, and airport billboards catalyzed a city-wide embrace of the festival's spirit. This initiative didn't just fulfill our pledge to inclusivity and community; it established a new standard for our promotional efforts at EDC and beyond, demonstrating that strategic marketing is about crafting enduring memories, not just fleeting impressions.