S7 Airlines Bass stage on AFP

Festivals are an important event for music fans. Thousands of like-minded people gather in one place to enjoy the performances of their favorite artists. We knew right away that we had to offer them something more than relaxing on ottomans and free merch. Our integration should be a journey that people will remember for a long time. This is the second time that S7 Airlines has partnered with AFP. This year, my client and I decided to concentrate all our efforts on the stage, the key element of the festival. The brand presented a completely new Bass Stage by S7 Airlines at the festival: it has become bigger, brighter and louder. Creating a stage When thinking over the concept, it is important to take into account the features of the format of the multi-day popular open-air. Many people visit the festival not for the first time, so the concept of the stage should be different from last year. Almost every guest of the festival shoots a performance on a smartphone. We need to make sure that you want to share photos of the stage on social networks. The stage should captivate the audience at any time of the day. During the day, this task was performed by screens and an art installation (the central part), and at night, a light show and generative graphic content were added to them. The main advantage of the stage was the generative content: the video sequence was adjusted in real time to the music of each performer. The technology at its heart is psychoacoustic sound analysis. The APHRODITE show was accompanied by newspaper clippings and Charlie Chaplin, Delta Heavy immersed the audience in a cyberpunk universe, Cesqeaux told its story through comics, and volac's performance was illustrated with a cartoon with a developing plot. Branding Usually, ideas related to logo transformation do not receive support from the client. As a result, the logo flew in the spaces of other worlds, spread and reassembled, shimmered and took various forms. In addition, we managed to brand a significant part of the festival's visitors. By posting photos with the hashtag #s7stage, guests received branded raincoats and glowing bracelets. Thus, S7 Airlines got on the Instagram of all AFP guests, fulfilling the key strategic task of achieving the highest possible coverage. Line-up Bass Stage by S7 Airlines S7 Airlines contributed not only to the design of the stage, but also to what was happening on it. The brand invited Snavs, a well-known DJ from Denmark in the world of electronic music, and volac, an electronic duo from Russia, who recently went on a tour of America. This year, for the first time in the history of the festival, the organizers proposed to hold the official opening of the Bass Stage by S7 Airlines. For this purpose, a special intro show was created on the theme of the "We are Siberia" initiative. Results Total reach in the company's accounts — 1,092,000 Influencer audience coverage — 7,189,200 Estimated coverage of influencers' publications — 2.15 million Total coverage of publications — 3.25 million 2005 posts tagged #s7stage, about 600 mentions in stories Users also actively tagged S7 Airlines in their posts and stories Article on sostav.ru