Each November the ‘who’s who’ of the UK festival industry descend upon the Roundhouse in Camden to celebrate the best that the UK festival world has to offer. With categories patting the backs of festivals big and small, and tipping hats to the various line-ups, promoters and agency’s that bring these to life, the night applauds the tireless work of our growing industry.
One category that is always highly sought after by agency’s and brands alike is ‘The Best Brand Activation’ Award. This shines a spotlight on the most engaging brand sponsorships that not only tick internal marketing objectives, but add increasing value to the consumer experience in the festival space.
In a landscape where festival goers are more and more demanding, seeking out immersive and disruptive environments that create life long memories, brands are having to up the game. Coupled with the insight that credibility builds trust, and acceptance must be earned, a long-standing partnership with Leeds Festival has given Relentless Energy Drink the authority to engage with fans and become synonymous with the festival fabric.
For the first time in 2016, Vision Nine entered one of our longest running partnerships and activations, The Relentless after hours stage at Leeds Festival into the awards and won!
The activation sets out to create brand love through the shared experience of our audience’s core passion point of music. By delivering the avid festival goer an incredible experience and stage show with high end production, the Relentless Stage is now the go to after hours destination on site.
Whilst the live experience always remains the focal point of the activity, we understand that lasting memories and content of the activation are vital pieces of the puzzle. Quick turnaround and engaging content play an important part of amplifying th activity. A network of carefully selected media partners then push out the films each day, based on music genre and relevant audience.
Vision Nine’s talent booking team also worked closely with the festival to deliver exclusive and exciting names whilst integrating Relentless Ambassador artists. Thursday’s kick off was a Grime super line-up with The Heavytrackerz, Reeps One, Lady Lykez, Flava D, Nadia Rose, Levelz, Bugsy Malone, Rude Kid, Ghetts & Jaguar Skillz. Friday saw; Icarus, Jax Jones & Feed Me. Saturday saw; Camelphat, Monki & Hannah Wants and Sunday saw; Sir Spyro, T.Q.D. & Andy C Feat Tonn Piper.
All artists delivered storming sets that were varied and on point with the crowd. As always a big focus was put on the artists overall experience as well with top end backstage bar and catering, as well as edit suite and content creation points.
With over 10 years of hard work, we’re over the moon to have the stage receive this type of recognition.
With over 60,000 punters experiencing the stage over 4 nights, maxing out with a maximum attendance of 16,500 on Saturday night, we can’t wait to do it all again in 2017.
"The way Vision Nine and Relentless complement each other is integral. This is what those guys do; one half of their business is dedicated to putting on amazing events, and their team has a whole spectrum of skills. That makes our job a lot easier. We as a brand like to be involved in the creative process – it’s not about writing cheques but making this a truly collaborative effort. Vision Nine provides us with a platform and structure to make that easy. It’s a fun process rather than a laborious one.”