For the first time in Thailand and across Asia, ‘SkyTrain Music Fest’ transformed Bangkok’s BTS SkyTrain into a moving concert venue, for captivating music lovers on November 23–24, 2024.

Revolutionizing the Concert Scene: Music & Fan Meet Combined

Music festivals typically feature artists performing on grand stages with dazzling lights and high-energy crowds. However, SkyTrain Music Fest broke the mould by merging a concert experience with an intimate fan meet, allowing fans to be up close with their favourite artists in a way never seen before.

The festival featured top-tier Thai artists, including 4EVE, ATLAS, BOWKYLION, INK WARUNTORN, JEFF SATUR, NONT TANONT, and THE TOYS, delivering seven electrifying performances across seven BTS Train rides. This one-of-a-kind experience not only redefined concert norms but also reinvigorated Thailand’s saturated live music scene with fresh excitement.

Strategic Collaboration: 8 Leading Partners Bring the Vision to Life

The success of SkyTrain Music Fest was made possible through a powerful collaboration of eight industry-leading partners, combining expertise in marketing and music to leverage Music Marketing in an innovative space:

• VGI Public Company Limited
• Good Things Happen Co., Ltd.
• Zaap World Entertainment Co., Ltd.
• XOXO Entertainment
• LOVEiS Entertainment
• Warner Music Thailand
• Boxx Music
• What The Duck

The event generated massive buzz on social media, with the hashtag #SkyTrainMusicFest trending on X Thailand and surpassing 120,000 mentions. The overwhelming response wasn’t just due to the novelty of the venue but also the immersive musical experience of riding the train while enjoying live performances.

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Marketing channels are shifting from face-to-face interactions to digital, moving towards an immersive market. The association highlights five key areas for Thai businesses in the second half of 2024:

1. Boost morale and cooperation: Promote good news and mutual assistance in the business world.

2. Genuine sustainability: Advocate for true sustainability and responsible marketing.

3. Equitable AI: Use AI to create equal opportunities and access to information.

4. Empower SMEs: Encourage SMEs to develop their own content and channels, enhancing competitiveness.

5. Asia Mastery: Gain expertise in the Asian market, a growing industrial hub.

Marketers must enhance efficiency through technology, foster cooperation, and stay updated with global changes. Thai marketers should focus on Change-Innovate-Transform strategies.

Key strategies for Thai SMEs under the “A-B-C-D-E” concept include:

A – Asia Market: Expand customer base in the high-growth Asian market.

B – Branding: Build strong, differentiated brands.

C – Collaboration: Form business alliances locally and internationally.

D – Digital: Leverage digital technology to improve efficiency, cut costs, and enhance customer experiences.

E – Equity: Ensure business operations are conducted ethically.

#Marketing #Trends2024 

CR: MAT 

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During the proceedings, Mr. Krittin Kulsri, Senior Business Development Manager representing VGI, elucidated the company’s approach to refining performance measurement methodologies for Out of Home (OOH) advertising campaigns. This discourse was particularly relevant given the escalating potential of OOH media in shaping the future of advertising.

Mr. Krittin Kulsri emphasized VGI’s commitment to precision and efficacy in data analysis, drawing from an array of sources including traffic metrics, frequency assessments, and reach indicators sourced from BTS passenger data. Additionally, the integration of advanced technologies such as Cell Beacons and Grid Reach further enriched audience insights, enabling a nuanced understanding of consumer behavior within proximate media environments.

The methodological backbone of VGI’s approach lies in the amalgamation of data-driven insights with algorithmic computations, yielding actionable metrics such as Eyeballs & Reach, Audience Insight, and Business KPIs. These metrics, derived from formulas like Traffic x Screens x Opportunity to See, serve as reliable barometers for assessing advertising and media investments, thereby guiding strategic decision-making in the dynamic marketplace.

This year’s MAAT Media Awards attracted a formidable lineup of 229 submissions from 21 esteemed agencies across the nation. Following meticulous adjudication, 128 entries progressed to the final round, with outstanding contributions earning coveted distinctions 35 Bronze, 19 Silver, and 10 Gold awards. Notably, Initiative Thailand clinched the Initiative Thailand accolade for its exceptional performance, while the Grand Prix honor was bestowed upon KFC’s captivating Fried Chicken Incense Stick campaign—a testament to the ingenuity and creativity prevalent within Thailand’s marketing fraternity.

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Effective data must be accurate and scalable.

Comprehensive data is blended to analyze both behavioral insights and transactional data, allowing precise targeting of the intended audience.

Using data to develop campaigns that meet KPIs for advertising campaigns at every stage, from creating awareness, consideration, to ultimately driving purchasing decisions.

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• Steady Momentum: OOH advertising is poised for a solid 4.2% growth among all advertising mediums.
• Travelers’ Gaze: A significant 75% of travelers spotted billboards.
• Engagement Amplified: 55% of respondents were “highly engaged” with conveyed messages.
• Billboards vs other media: 71% of individuals expressed that billboards stand out effectively.

Outdoor Advertising or Out-of-home Media Advertising (OOH)

OOH emerges as a potent avenue, a proven and lucrative way to promote businesses. Supported by compelling statistics, it offers substantial benefits, reinforcing its effectiveness and value for brands.

Key Insights (Trends and Facts)

• 98% of people stumble upon OOH ads every week.
• 71% of consumers actively engage with and absorb the content displayed on roadside billboards.
• 68% of customers admit to frequently making purchasing decisions while they are in their cars.
• 38% uptick in brand interactions amplified. Effective OOH ads can fuel a remarkable.
• 17% of customers are more likely to engage with brands.
• 72% of outdoor ad viewers shop at route home from work.
• 32% directly visited retailers spotted on billboards the same week.
• 38% decide to halt at stores during their commutes.
• 50% of the respondents receive directional cues from billboards.
• 24%, revealed that they have promptly visited a business spurred by out-of-home advertising messages.

OOH advertising remains potent, with a 98% weekly reach, engaging audiences and driving consumer actions.

Source: https://marketsplash.com/outdoor-advertising-statistics/#:~:text=According%20to%20the%20forecast%2C%20in,value%20of%20almost%20%2413.3%20billion.

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Annika Bizon, marketing and omnichannel director at Samsung said: “Our latest launch of the Galaxy Z Flip5 and Galaxy Z Fold5 represents the next stage in our evolution. It is about engaging, not telling consumers what they can expect from our latest foldable devices.

“With that in mind, what better way to bring to life this campaign, than with a powerful OOH activation in the form of 3D billboards across the UK with our Samsung ambassadors Raheem Sterling and Fearne Cotton. The innovation and joy of the special build 3D billboards reflect what we stand for as a brand, and the amazing technology we are bringing to market.”

The billboards can be found in four UK locations, two in London and the others in Manchester and Liverpool. The campaign will run until August 10.

Richard Hayter, group creative director at Iris, added: “These new phones are awesome, but folding handsets are still a tiny slice of the mobile market. So when our clients said “go big” we took them at their word. We wanted to demonstrate the capabilities of foldables, on a huge scale.

*Media planning and buying was executed by Starcom and production was handled by Clear Channel.

Source: www.thedrum.com

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This means companies have been looking for a way to emulate the trust that comes from these forms of recommendations. It’s been found that brands that inspire emotional intensity receive 3x as much Word-of-Mouth marketing as less emotionally connected brands. This means brands have to consider how to position their marketing, product, and customer experience, to yield the most amount of interaction between customers and potential customers.

Word of Mouth Marketing and… Consumer Trust

• 88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts.
• 49% of consumers would shop online more if they felt more confident about delivery and 57% are reluctant to use a retailer again if delivery is late.
• People are 90% more likely to trust and buy from a brand recommended by a friend
• 88% of consumers placed the highest level of trust in word-of-mouth recommendations from people they know.

Word of Mouth Marketing and… Influencers

• Over the past three years, Google saw a 1500% increase in “influencer marketing” search queries
• Over 80% of marketers believe influencer marketing is effective in their strategies
• 63% of consumers between 18 and 34 years old said that they “trust what influencers say about brands much more than what brands say about themselves in their advertising.”
• 80% of consumers have purchased something via an influencer recommendation.
• 41% of customers discover new products through influencers weekly
• 22% of large purchase decisions by 18-34-year-olds are influenced by influencer endorsements.

Word of Mouth Marketing and… Brand Loyalty

• Brands that inspire a higher emotional intensity receive word-of-mouth marketing as less emotionally connected brands.
• 28% of people say that word-of-mouth increases brand affinity.
• Customers acquired through word-of-mouth promotion spend 200% more than the average customer.

Source: https://www.lxahub.com/stories/word-of-mouth-marketing-stats-and-trends-for-2023

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Created by Uncommon Creative Studio, the out-of-home campaign featured two illustrations by Noma Bar, who is renowned for creating work containing double meanings. The illustrations revolve around hourglass timers. One illustration shows flames fast approaching a woodland inside a timer, while the second features a polar bear with an hourglass for a nose, highlighting the race to reduce our human impact on the environment.

Credits:

WWF: We’re Running Out of Time

Category: Illustration

Entrant: Uncommon Creative Studio

Creative Studio: Uncommon Creative StudioIllustrator: Noma Bar

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