Tang Events

Forever Fridays

Client

TANG Events

Target Audience

youth asian student community

Year

2012-2013

Brand

Forever Fridays

Objective

Promote Brand and Develop ongoing fan engagement

Video Type

Event Coverage

Views

8500+

Fanbase Interaction

22% increase over 6 months

Client

Is enjoying a new level of expansion after a period of sustained success

The Situation

TANG Events had been running successful club nights in Melbourne for over 6 years when we first met them. Forever Fridays was their oldest brand with a large community of fans. However, TANG was now facing upcoming competition for their prized "Asian" demographic for Friday nights.

The Brief

Their strategy to combat the competition, was not to go after new fans, but to develop a deeper relationship with existing fans to ensure a stronger return customer base or "regulars".

Our Proposal

We posed the idea of running an ongoing campaign of video highlights of their more important nights including celebrity guest acts and themed nights. This would allow their promoters to share, engage, and discuss with friends, with the aim of creating a greater "community" atmosphere.

Production

Having worked in nightclubs before, we used our experience to our advantage. Simple things like knowing which lenses worked in the low light conditions, and keeping our load-outs as light as possible meant that we were more efficient on shoots.

Post-Production

In post we worked closely with the client to meet tight deadlines and to ensure all marketing collateral was presented in a uniform way. With turn around as short as two weeks on some projects, we certainly learned a lot about working to a production schedule.

The De-Brief

The campaign couldn’t have been more successful for TANG. They acknowledged a noticeable improvement in Facebook interactions, and acknowledged that their attendance figures were more balanced with less peaks and troughs.

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