How Secret Sounds Connect delivered immersive brand experiences at Falls Festival this summer

Australian creative cultural agency Secret Sounds Connect has once again returned to Falls Festival creating a diverse range of brand led consumer experiences to excite music lovers and take brands deep into music’s heartland during the 2018/19 New Year’s period.

Topped with special brand showcases from music icons Flight Facilities, Tkay Maidza and Cub Sport the festival offered music fans exclusive moments that will not be forgotten for a long time.

In an increasingly digitised world, we are overloaded with information and are losing opportunities to truly connect. For young Australian’s life today is not all about wishing you were there, it’s about finding humans and sharing in moments of inspiration. The huge national festival audience are galvanised by participation in the brands they love and for Falls Festival this couldn’t have been more true.

Across the four national Falls Festival locations, an amazing array of major brands worked with Secret Sounds Connect to create strategic brand programs to light-up human emotions and engage a massive national audience. Each campaign used festival and audience insights to specifically bring each brand to life, ensuring every program delivered scale, while creating authentic intrigue for 18-35yo Australian’s. Tens of thousands of fans explored secret clubs, blossom filled gardens, Tennessee distilleries, a bendy bus, beauty salon and giant beer cans all to escape and make their 2018 holiday season the best experience ever.

The Iconic stepped outside the world of seamless online fashion, looking to challenge festival attendees to explore life between dreams and reality, building real-life connection with their key audience. Seemingly providing utility in line with product, The Iconic Laundromat offered a faux laundry service, where attendees entered a shop-front laundromat, before crawling through a jumbo washer into a whole new world. Reminiscent of Warhol’s iconic factory, famed for its eccentric adventurous exclusive parties, the space had textured silver walls, underground New York black and white large screen content and curated super-cool DJ sets from Flight Facilities, Tkay Maidza, Jono Ma and a range of breakthrough DJ’s.

Rimmel London returned to Falls Festival ensuring that the thousands of campers looked their best for New Year’s offering free festival makeovers. Attendees were able to edge up their festival look with Rimmel London. Patrons who visited the Rimmel Road site walked away with free sweat-proof make up touch ups, glitter and temporary tattoos, free product giveaways, free DIY nail bar and charging stations. People could also chill and enjoy the tunes from custom DJ’s while the super talented make-up artists helped fans express their Rimmel London festival look.

Returning in 2018 Jack Daniel’s took festival lovers to the front row with the integrated campaign, “Front Row With Jack”. Working closely with acclaimed Brisbane artist Cub Sport, Jack unpacked what the front row means to artists and fans driving anticipation for the festival and the wide range of custom onsite Jack Daniel’s venues including the Barrel House, White Rabbit Saloon and Fremantle Viewing Deck. Offering surprise front row experiences, VIP upgrades, curated live music from Cub Sport, The Vaccines and more, crafted cocktails and plenty of fun games Jack Daniel’s gained much kudos, continuing to build more genuine stories in music culture.

CUB joined us at Falls Festival utilising this massive summer moment to drive engagement with the newly launched Strongbow Blossom Róse Cider and the return of Carlton Dry. Strongbow Blossom Róse Cider is an exciting new product to the cider market and for Falls Festival a floral wonderland was created with a jumbo garden dome, photo wall, summer fun DJs and major trial of the fresh new drink. Carlton Dry gave music fans the chance to Be Like The Beer, supporting their latest ATL campaign, offering fans a unique step inside jumbo sized beer products, alongside super chilled Carlton Dry.

Visa wanted to help music fans have a seamless festival experience, working closely with our team all festival bars were enabled with mobile payment driving speedy bar service and good times. Supporting the ATL campaign for Visa Mobile payWave special express lines were built at festival bars where customers could set-up Visa Mobile payWave and receive super-fast service.

Red Bull joined us in Marion Bay taking a classic bendy bus and giving it an eclectic urban make-over to create an exhilarating after-party for thousands of excited Tasmanian music lovers, served alongside the freshest cocktails and DJs. Red Bull will also return with the Dancetaria in Fremantle, bring the party to the Western Australian audience.

Additional sponsorships by leading brands included; Travel Insurance Direct, Clairol, Smirnoff, Fallout 76, Road Safety Advisory Council, University of Tasmania, Sofi Spritz, Collarts, WA Health and WA Mental Health.