TRNSMT Festival was a new music festival being organised for the 7th-9th of July 2017 in Glasgow Green, with headline acts including Radiohead, Biffy Clyro and Kasabian, in addition to other acts across multiple stages on the festival site. As probably the largest mainstream music festival in Scotland in 2017 (the long-running T in the Park festival taking a break for a year), TRNSMT was set to be a major event over the summer. However, it was a new festival with no previous track record, and as such, required a strong brand and marketing campaign to catch the attention of festival goers and music lovers across Scotland.
GoGo Vision were approached by DF Concerts & Events to provide our mobile digital billboard for a series of promotional runs over the 6 months leading up to the festival. We had worked with DF Concerts on previous campaigns for T in the Park festival, as well as several concert promotions for their subsidiary company, Gigs in Scotland. They wanted a number of campaigns that were designed to raise awareness of TRNSMT and boost ticket sales through eye-catching, mobile guerrilla marketing.
The first ad campaign ran in January to coincide with the announcement of the festival, where our digital ad van promoted the festival’s branding and ticket sales dates around Glasgow city centre. This was followed by multiple targeted campaigns throughout June, both outside a Robbie Williams gig at Murrayfield Stadium in Edinburgh and The Stone Roses’ concert at Hampden Park in Glasgow. The purpose of this was to highlight the festival’s line-up of top artists, as well as promote last-minute ticket sales directly to concert-goers at high-profile, sold-out venues. In the final run up to TRNSMT in early July, further promotion was achieved by evening campaigns where the GoGo Vision screen travelled between Glasgow’s top nightclubs, bars and venues to advertise the festival.
The result of the entire campaign was that all tickets for the festival sold out, which was no doubt in part due to the brand exposure achieved at the announcement, as well as the highly-effective, targeted promotion we delivered in the lead up to TRNSMT’s opening day. Additionally, Gigs in Scotland utilised our screen further by advertising upcoming gigs during the course of the festival, directly to attendees as they entered and left the compound in Glasgow Green.
This was another great example of brands using the power of the GoGo Vision billboard to reach not just thousands of people in key city centre areas, but also their ideal target consumer at key times outside similar events and popular venues. We’d like to think that the GoGo Vision mobile digital billboard became synonymous with the branding and marketing of TRNSMT in the public consciousness.
The festival was a great success and we look forward to seeing what happens with the TRNSMT brand in the future!
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