reactivate 2018
The challenge
REACTiVATE is an indoor hardstyle classics event hosted annually in Haaren (NL). As a part of the much larger REBiRTH Festival, which also offers a REACTiVATE stage, the organization pays a lot of attention to it. They asked us to support in all possible ways, regarding online marketing. Besides to grow, the organization also wanted to use more storytelling to strengthen the event as a brand in its entirety.
Our approach
STORYTELLING
At Start Moovin Storytelling is a very important part of events, artists and related businesses. For the theme we started brainstorming together with stanbroeksteeg.nl. The organization gave us total creative freedom to come up with something fitting for the 2018 edition of REACTiVATE. We decided to combine the name of the event, reactivating, and characteristics of hardstyle classics, such as nostalgia, euphoria and solidarity among others. That’s how we created ‘The Classics Company’. The event could be seen as the last safe haven where people could enjoy this kind of music in peace.
The feeling of nostalgia is always strongly present at hardstyle classics and proved to be a perfect fit to our 20th century theme. In order to transfer the theme onto the target audience, we decided to use a catchy gangster speech in the trailer, told by a convincing voice. Together with the best party footage from last year’s edition it turned out to be an exciting video that would grasp any fan in an instant.
TARGETED CAMPAIGNS
By constantly monitoring the ad-results from the REACTiVATE campaigns we were able to divide the budget neatly and boosted them on ads that led to a higher Return On Investment, instead of using fixed amounts. Constantly optimizing and upscaling the conversions, has resulted in a successful edition for REACTiVATE 2018.
