Plett Rage is one of South Africa’s oldest student festivals, founded in 1999. Since its inception it has become one of the largest student festivals in South Africa. Plett Rage is a week long celebration in Plettenberg Bay, which takes place every year and is dedicated to students who are about to enter into their next chapter of life.
Plett Rage is a festival that marks an important milestone in the lives of graduates celebrating the end of their school career. It is more than just a music festival, it is a lifestyle festival that represents a new found freedom and acts as a rite of passage for school graduates who are venturing out into a new world.
The Brief
Create a completely different 2019 Plett Rage campaign to implement into all spheres of the festival, while maintaining the #HelloParadise.
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To create relevant content that inspires growth and development of the Plett Rage brand that still speaks to the consumer.
To create relevant content that inspires growth and development of the Plett Rage brand that still speaks to the consumer.
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To create a theme that anybody could look at and automatically know it is Plett Rage content without the brand logo being present.
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To provide Plett Rage with the stepping stones to becoming a more diverse festival.
To provide Plett Rage with the stepping stones to becoming a more diverse festival.
Challenges
After conducting consumer research our team understood that we would have to address the following challenges in order for our communications efforts to be successful:
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Adopting a progressive approach in reflecting the ever-changing South African youth trends.
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Changing existing inclusivity perceptions.
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Appealing to new audiences every year.
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Moving away from single use plastics to more sustainable festival practices.
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Appealing to a new diverse audience while maintaining relationships with their already established audience.
Key Insight
Open-minded Centennials’ definition of diversity is a celebration of differences, togetherness and individuality. The understanding of diversity Open-minded Centennials have, leads to the need for a greater sense of freedom which creates a burning desire to take ownership and be heard.
Value Exchange
By attending Plett Rage, the Open-minded Centennial will feel welcomed and accepted for who they are and what they believe.
Statement of Strategic Intent
GET
Open-minded Centennials who have a different understanding of diversity
TO
Come together at Plett Rage
BY
Giving them the opportunity to feel heard and celebrated in a dedicated space.
Open-minded Centennials who have a different understanding of diversity
TO
Come together at Plett Rage
BY
Giving them the opportunity to feel heard and celebrated in a dedicated space.
"True Story"
Diversity is something that can’t be forced or faked. Therefore a key way to drive diversity is through authenticity and the best way to be authentic is by telling the truth.
Posters
Social Media: Gifs
Social media: Look & feel
New Website design and copy
E-ticket bands
Merchandise
T-shirt front
T-shirt back
Pop socket 1
Pop socket 2
Bucket hat
Tote bag front
