Key Visual

Indicating the number of times the festival is held because the logo is another identity of BMMF. It's a memorable brand identity that everyone recognizes well.

we delivered:

We started by analyzing the points that needed to be improved from previous years and studying the main target consumers behavior for what they are interested in, which media they consume, who are influencers for these groups, and vital factors that make them decide which event they go to during the end of the year. 

Find the Reason to Believe (RTB), what is the highlight over the competitors, such as, we have the most participating artists, the most diverse music genres, outdoor location surrounded by nature. The most significant fact is people don’t just come to see the concert, they will receive a true authentic experience of the Music Festival, like no other place.

The next step is presenting this festival as the biggest and most varied one. We present the promotional artwork to be that image. This means the numbers need to be higher than in previous years, and we have to increase advertisements more frequently, as well as expanding the amount of online media and out-of-home media in teenage areas. Another issue is to improve the shortcomings when people come, so they are not inconvenienced, for example, long queues, dust, insufficient toilets, etc. The last thing is to increase negative impressions but gain praise so many people who come to the festival will contribute in spreading the word to others. It might not only be about music, another enjoyment that Thai people are really into is food. Delicious and affordable vendors need to be increased. Little things that cannot be overlooked are souvenirs, photo booths. The more photos and sharing occurs, the more free exposure we get.

project brief: 

The challenge Task was divided into several parts according to the types of work and media that are intended to be released, even as an overall picture of the brand itself, which still maintained in the desired direction.

Branding

The logo design must be the same cow with the addition of numbers that indicate that.

Online

The significant thing is to indicate the festival concept each year for everyone to quickly understand and expand in every media to keep the overall image consistent.

Build Branding, Brand Campaigns, Brand Culture, Key Visual, Logo Design

strategy:

challenges:

Communicating with the target group of teenagers, we must always create new ideas. These people like to engage in new things they have never seen before. Most importantly, it must be a 360-degree plan, meaning the main concept must be good, the design must appeal to teenagers, and media advertisements must reach these groups of people. 

Finally, This year was great, next year has to be even better.

With a long-term goal that BMMF will be an event that takes place every year. The number of festival-goers who attend will increase accordingly, and what should be done to cause the phenomenon of tickets being sold out before the festival date.

design solution:



Coming back! A blasting music festival for all varieties of music enthusiasts, fitted for all gens. A festival of mass worship with awesome vibes waiting for you to return.

Since it is an ongoing festival every year, the design to communicate and reach the target groups has to adjust according to each year's theme. Every year's change must retain the "Happiness that everyone will receive an authentic experience from Big Mountain Music Festival." The change has to project the theme concept, the concept comes from the festival's highlights which differs from other festivals and previous festivals. We have continued this work with enjoyment for almost ten years. Every time we receive a brief from Pa Ted, exhilarating new energy and creativity transpire us to be motivated. We feel excited to execute all aspects with fresh and exciting materials.

BMMF is first ranked as Thailand's biggest outdoor music festival in terms of size, number of stages, number of concert-goers, and number of music bands. It is the only festival that provides multi music festival experiences for teens needs, such as music genres, lifestyle, fashion, and food. BMMF can strongly connect people to music, offering the atmosphere of a massive concert. The festival has unique concepts like a "story" each year. Mad and our creative team have designed for P'Wua since BMMF 3, and as a result has brought P'Wua viewers in many different themes over the past ten years. 

BMMF 3: “Please have fun again”. P’Wua came up with the concept of revolutionary music, so the art direction had the scent of the Chinese Revolution.

BMMF 4: “All varieties, fun for all tribes”. We used fabric patterns to convey the meaning of the diversity of music genres and fans.

BMMF 5: “Let’s play together”. We used the lucky cow as an icon to invite music fans to join the fun.

BMMF 6: “The festival that cures all ill”. The annual concept was that music can cure stress and sadness.

BMMF 7: “A music festival to worship the Thai music industry”. This year, the location was moved from Khao Yai to Kaeng Krachan.

BMMF 2017: "Back to Khao Yai", this year's concept was that P'Wua is back with cuteness. 

BMMF 9: "It's so over the top". This year's concept was to be over the top. We went big and added a rocket.

BMMF X: “When we X, it goes big”. The concept was collaboration, combination, and featuring to multiply the excitement on the poster that played with the graffiti icon following the hip-hop trend, which became viral that year.

BMMF 11: "All festivals in one event", this year's concept of releasing excitement. After that, we were patient with Covid-19 for the whole year. So, BMMF brought the excitement of all festivals into one event.  

RESULT

Mad has been doing the project since BMMF 3 until now. With the number of ticket sales increasing continuously from 25,000 tickets that were not sold out in BMMF 3 to a phenomenon that was not thought possible of 60,000 sold out tickets in years 6 and 7. In the 10th year, we helped our client sell 80% of promotion tickets within the first 2 weeks of opening for sale and the remaining 20% of normal-price tickets will be gone within 1 day.

“From year 3 where 25,000 tickets were not sold out” to the 60,000 ticket-sold-out phenomenon for two consecutive years in the sixth and seventh years”.

BEYOND THE RESULTS

"We've been working together for almost 10 years. If you asked mad how much we love P'Wua, we would say to you that P'Wua was like a best friend to every mad team member. The BMMF event was like a birthday party for P'Wua. We were pleased to be able to take part in the fun every year, and we were happy to work with P'Wua to entertain BMMF fans every year. Thank you Pa Ted for trusting us. Respect to Pa Ted."

case study

Behind the scenes of the work from beginning to end, We reveal inside problems, supports, and many stages from start to completion of the project that we have selected to share in detail through every step to success.