GOOD VIBES FESTIVAL 2021

Presented by
Tan Zhi En (004T4120) & Chrystal Chao Ci Xin (001T4120)
 CW2 ASSIGNMENT

This is a group marketing campaign to produce a range of

digital marketing material include website, mobile app,
posters, brand, data, social media, meta tag, videos, audio in
accordance with market research and consumer behaviour for
one of the Malaysia’s famous music festival.
RESEARCH
OBJECTIVE
MARKETING RESEARCH AND CONSUMER RESEARCH
FOR GOOD VIBES MUSIC FESTIVAL
RESEARCH WAY
google google google
search trends scholar
RESEARCH QUESTION
BACKGROUND OF GOOD VIBES FESTIVAL

Good Vibes Festival is Malaysia's eclectic and diverse

music festival, bringing the worlds of indie, pop, hip-hop
and electronic music to the hills of Kuala Lumpur, which is
at Genting Highland.

(FesTicket, 2020)
COMPETITOR
urbanscapes
(Google Trends, 2020)
SWOT
● The advantages of
the site, Genting
Highlands

● International artist

taking place high up above where Malaysians loved watching

the air’s much cooler, surrounded international acts
by rolling greenery.

(Tan, 2019)
(Thiagarajan, 2019)
● Engagement
on social
media
audience

most of the post are about ticket selling, lack of artist

pre-heat, need to read the list of artist only know who will
perform on the music festival

(www.facebook.com, n.d.)
● Collaboration with
brands (U-mobile,
Toyota, Grab, H&M)

● The market of
music festival in
Malaysia is growing
● Live stream
music festival
on Youtube

threaten audience into spending money on paid music event

(Eventbrite US Blog, 2016)

4Cs
● escape from the
day-to-day grind

● meet new people

Surrounding yourself with new people and enjoying the revelry is entertaining,
and relaxing

(Madhuleena Roy Chowdhury, BA, 2020)

(Brittany Hagedoorn, 2016)
● transportation

● event drop on
weekend

there are two public transport that audience are free, no need to take
you can consider, like bus and taxi off from work
can reach there, Grab also is a
choice

(Tan, 2019)
(Good Vibes Festival, 2019)
● Different category
of ticket

they have different kinds of packages like squad, individual and vip. Audiences
that decide to go in groups can join with a cheaper price.

(Good Vibes Festival, 2019)

● Uni tour

● Instagram,
Facebook,
Youtube

promote and spread the Ig , Youtube : promoting the event

event in university, suits the Fb : image gallery of what’s happening
target audience on the event

(Good Vibes Festival, 2019)

 TARGET
AUDIENCE
DEMOGRAPHIC
 Millenials and Female
Gen Y and male
(Millennial Marketing, n.d.)

Mid to high
Urban area
income
(Nrpa.org, 2015)
(Millennial Marketing, n.d.)
PSYCHOGRAPHIC
 like to hangout Loves to
sociable
with friends experience
(The Odyssey Online, 2016) (The Odyssey Online, 2016) (The Odyssey Online, 2016)

short escape from

love music
day-to-day life
(PositivePsychology.com, 2019)
(The Odyssey Online, 2016)
EXECUTION
CORPORATE IDENTITY
AIDA
AWARENESS
to create excitement

● teaser
● launch
TEASER
TEASER (YOUTUBE)
TEASER (YOUTUBE)
TEASER (INSTAGRAM)
TEASER (FACEBOOK)
LAUNCH
● gdn
● dda
GDN
ADS (THE STAR)
ADS (KL FOODIE)
ADS (YOUTUBE)
DDA
ADS (FACEBOOK)
ADS (INSTAGRAM)
LAUNCHING VIDEO
LAUNCHING VIDEO
LAUNCHING POST

⚡WE ARE BACK!⚡This year we are bringing more fun and interesting activities
to you. Many surprise are waiting for you, visit our official website to have more
information.🦋
-
Ticket will be available at
https://goodvibesbutterfly.wixsite.com/goodvibes2021
starting from 🗓 20 March 2021 for early bird ticket and 🗓 21 March 2021 for
General Public Ticket.
-
🌎 Official Account :
Youtube: https://www.youtube.com/channel/click here
Facebook: https://www.facebook.com/GoodVibesFest/
-
#gvf2021 #musicfestival #goodvibes #butterflies #butterfly #exhibition #music
#festival #malaysia
ARTIST ANNOUNCEMENT

Sasha Sloan is a great singer and songwriter. She got her start by contributing
vocals to tracks for better-known electronic artists. 🎤 Don’t miss her if you like
her music, happening on 26 & 27 June 2021. ✅ Get your tickets before we it is
sold out.
-
Ticket will be available at
https://goodvibesbutterfly.wixsite.com/goodvibes2021
starting from 🗓 20 March 2021 for early bird ticket and 🗓21 March 2021 for
General Public Ticket.
-
🌎 Official Account :
Youtube: https://www.youtube.com/channel/click here
Facebook: https://www.facebook.com/GoodVibesFest/
-
#gvf2021 #musicfestival #goodvibes #butterflies #butterfly #exhibition #music
#festival #malaysia
ARTIST ANNOUNCEMENT

Higher Brothers are a Chinese hip-hop group from Chengdu 󾓭 consisting of

four members. They notable as a high-profile rap group that gain popularity in
the West, making them the first Chinese rap act to garner international success.
Don’t miss her if you like her music, happening on 26 & 27 June 2021. ✅ Get your
tickets before we it is sold out.
-
Ticket will be available at
https://goodvibesbutterfly.wixsite.com/goodvibes2021
starting from 🗓 20 March 2021 for early bird ticket and 🗓21 March 2021 for
General Public Ticket.
-
🌎 Official Account :
Youtube: https://www.youtube.com/channel/click here
Facebook: https://www.facebook.com/GoodVibesFest/
-
#gvf2021 #musicfestival #goodvibes #butterflies #butterfly #exhibition #music
#festival #malaysia
 INTEREST
create connection with audience

● meta tag
● website
● apps
● DDA
META TAG
META TAG
WEBSITE
 WEBSITE
Link: https://goodvibesbutterfly.wixsite.com/goodvibes2021

landing page

good vibes 2021 moments purchase experience

LANDING PAGE
GOOD VIBES 2021
GOOD VIBES 2021 (TRAILER)
GOOD VIBES 2021 (FEATURED ARTIST)
GOOD VIBES 2021 (SCHEDULE)
MOMENTS
MOMENTS (2018, 2019)
PURCHASE
PURCHASE (PASSSES - TICKETS )
PURCHASE (PASSSES - HOTELS)
PURCHASE (PASSSES - HOTELS)
PURCHASE (MERCHANDISE)
EXPERIENCE
EXPERIENCE (MUSIC FESTIVAL DAY)
EXPERIENCE (EXHIBITION)
APPS
APPS
APPS
DDA
ARTIST VIDEO
ARTIST VIDEO
EARLY BIRD ANNOUNCEMENT

Caption :

ARE YOU READY? You can now get before everyone else. GoodVibes Festival 2021
early bird ticket🐣 is open tomorrow (20 March 2021) at 10AM. Early bird will have a
50% discount from the total price. ⏰ Set your reminder and grab it before it’s
gone.
-
Ticket will be available at
https://goodvibesbutterfly.wixsite.com/goodvibes2021
General Public Ticket will start selling on 🗓21 March 2021.
-
🌎 Official Account :
Youtube: https://www.youtube.com/channel/click here
Facebook: https://www.facebook.com/GoodVibesFest/
-
#gvf2021 #musicfestival #goodvibes #butterflies #butterfly #exhibition #music
#festival #malaysia
MERCHANDISE LAUNCHING
 MERCHANDISE LAUNCHING

🔥DON'T MISS OUT !🔥 Now you can style with us 😎, purchase your item you like and have party together. Grab your
GVF 2021 merch from our official website before it is out of stock.
🦋 GVF2021 T-shirt
🦋 GVF2021 Sweater
🦋 GVF2021 Bucket Hat
🦋 GVF2021 Bandana
🦋 GVF2021 Powerbank
-
Merchandise can be purchase at
https://goodvibesbutterfly.wixsite.com/goodvibes2021
-
🌎 Official Account :
Youtube: https://www.youtube.com/channel/click here
Facebook: https://www.facebook.com/GoodVibesFest/
-
#gvf2021 #musicfestival #goodvibes #butterflies #butterfly #exhibition #music #festival #malaysia #stylewithgvf2021
ABOUT EXHIBITION
 ABOUT EXHIBITION

Caption :

WHAT YOU CAN SEE HERE?👀

🦋 butterfly transformation
🦋 creative installation
🦋 realistic details
🦋 butterfly model
🦋 interactive cocoon
A whole new experience here. Bring your friends and family and get into the adventures.
-
Ticket will be available at
https://goodvibesbutterfly.wixsite.com/goodvibes2021
-
🌎 Official Account :
Youtube: https://www.youtube.com/channel/click here
Facebook: https://www.facebook.com/GoodVibesFest/
-
#gvf2021 #musicfestival #goodvibes #butterflies #butterfly #exhibition #music #festival #malaysia
APPS SOCIAL POST

Caption :

LOOK HERE 👀Download our app now for more features on festival day!
-
Tickets will be available at
https://goodvibesbutterfly.wixsite.com/goodvibes2021
-
🌎 Official Account :
Youtube: https://www.youtube.com/channel/click here
Facebook: https://www.facebook.com/GoodVibesFest/
-
#gvf2021 #musicfestival #goodvibes #butterflies #butterfly #exhibition
#music #festival #malaysia
 DESIRE
create urgency to buy

● giveaway
● merchandise bundle
● last buy
GIVEAWAY
 GIVEAWAY

Caption :

🎟WHAT ARE YOU WAITING FOR 🎟 You can now stand a chance to win
two general admission tickets when you purchase up to RM300 on our
GVF2021 merch. The lucky winner will be announce on 31st of May 2021.
-
Merchandise will be available at
https://goodvibesbutterfly.wixsite.com/goodvibes2021
-
🌎 Official Account :
Youtube: https://www.youtube.com/channel/click here
Facebook: https://www.facebook.com/GoodVibesFest/
-
#gvf2021 #musicfestival #goodvibes #butterflies #butterfly #exhibition
#music #festival #malaysia
MERCHANDISE BUNDLE
MERCHANDISE PROMOTION
 MERCHANDISE PROMOTION

Caption :

YOU CAN BUY IN BUNDLE NOW 😎GVF2021 merch are now 20% cheaper then usual. You can get this offer if you
purchase our bundles.

📦Set 1 - 🦋 GVF2021 T-shirt + 🦋 GVF2021 Bucket Hat + 🦋 GVF2021 Power bank

📦Set 2 - 🦋 GVF2021 Sweater + 🦋 GVF2021 Bandana + 🦋 GVF2021 Power bank
📦Set 3 - 🦋 GVF2021 T-shirt + 🦋 GVF2021 Sweater + 🦋 GVF2021 Bandana
📦Set 4 - 🦋 GVF2021 T-shirt + 🦋 GVF2021 Bandana + 🦋 GVF2021 Power bank
📦Set 5 - 🦋 GVF2021 Sweater + 🦋 GVF2021 Bucket Hat + 🦋 GVF2021 Power bank
-
Merchandise will be available at
https://goodvibesbutterfly.wixsite.com/goodvibes2021
-
🌎 Official Account :
Youtube: https://www.youtube.com/channel/click here
Facebook: https://www.facebook.com/GoodVibesFest/
-
#gvf2021 #musicfestival #goodvibes #butterflies #butterfly #exhibition #music #festival #malaysia
LAST BUY
 LAST BUY

Caption :

⚠It’s your last chance to grab the ticket before the party starts. 󾠲days
more to the party. Make sure that you’ve already get your ticket from our
website.
-
Tickets will be available at
https://goodvibesbutterfly.wixsite.com/goodvibes2021
-
🌎 Official Account :
Youtube: https://www.youtube.com/channel/click here
Facebook: https://www.facebook.com/GoodVibesFest/
-
#gvf2021 #musicfestival #goodvibes #butterflies #butterfly #exhibition
#music #festival #malaysia
 ACTION
make purchase & maintain excitement

● concept board
● event poster, bunting
● DDA
● AIDA campaign concept board
CONCEPT BOARD
CONCEPT BOARD
EVENT POSTER, BUNTING
EVENT POSTER
EVENT BUNTING
DDA
COUNTDOWN
 COUNTDOWN

Caption :

🔥ARE YOU READY 🔥It is 󾠱days more to the party.

-
🌎 Official Account :
Youtube: https://www.youtube.com/channel/click here
Facebook: https://www.facebook.com/GoodVibesFest/
-
#gvf2021 #musicfestival #goodvibes #butterflies #butterfly #exhibition #music #festival #malaysia
AIDA CAMPAIGN CONCEPT BOARD
CONCEPT BOARD
OVERALL IG POST FOR AIDA CAMPAIGN
REFERENCES
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[Accessed 16 September 2020].

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Thiagarajan, T. (2019). We Spoke With The Organisers Of Good Vibes Festival & Here’s What You Can Expect This Year!
[online] WORLD OF BUZZ. Available at:
https://worldofbuzz.com/we-spoke-with-the-organisers-of-good-vibes-festival-heres-what-you-can-expect-this-year/
[Accessed 16 Sept. 2020].

Madhuleena Roy Chowdhury, BA, 2020. 15 Music Therapy Activities And Tools. [online] PositivePsychology.com.
Available at: <https://positivepsychology.com/power-of-engagement-at-music-festivals/> [Accessed 16 September
2020].

www.facebook.com. (n.d.). Good Vibes Festival. [online] Available at:

https://www.facebook.com/GoodVibesFest/posts/grab-is-the-official-ride-for-gvf2017-grab-rm20-off-x-2-rides-tofrom-
good-vibes-/760530424129997/ [Accessed 16 Sept. 2020].

FesTicket, 2020. Good Vibes Festival 2020. [online] Festicket. Available at:
<https://www.festicket.com/festivals/good-vibes-festival/2020/> [Accessed 9 September 2020].
Brittany Hagedoorn, 2016. 10 Reasons Why You Should Attend A Music Festival. [online] The Odyssey Online. Available at:
<https://www.theodysseyonline.com/10-reasons-why-you-should-attend-music-festival> [Accessed 16 September 2020].

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<https://uncoverasia.com/good-vibes-festival-2019/> [Accessed 16 September 2020].

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[Accessed 16 September 2020].

Good Vibes Festival, 2019. Good Vibes Festival. [online] Facebook.com. Available at:
<https://www.facebook.com/GoodVibesFest/> [Accessed 16 September 2020].

Grab MY. (n.d.). Grab x Good Vibes Festival 2017. [online] Available at: https://www.grab.com/my/grab-x-good-vibes-festival-2017/
[Accessed 16 Sept. 2020].

Eventbrite US Blog. (2016). 5 Myths About Livestreaming an Event — Busted. [online] Available at:
https://www.eventbrite.com/blog/livestreaming-an-event-myths-busted-ds00/ [Accessed 16 Sept. 2020].

The Odyssey Online. (2016). 10 Reasons Why You Should Attend A Music Festival. [online] Available at:
https://www.theodysseyonline.com/10-reasons-why-you-should-attend-music-festival. [Accessed 16 September 2020].
PositivePsychology.com. (2019). The Benefits of Full Engagement at Music Festivals. [online] Available at:
https://positivepsychology.com/power-of-engagement-at-music-festivals/. [Accessed 16 September 2020].

Millennial Marketing. (n.d.). Marketing at Music Festivals: Playing to the Millennial Crowd. [online] Available at:
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September 2020].

Nrpa.org. (2015). Urban Music Festivals, Considered | Feature | Parks and Recreation Magazine | NRPA. [online] Available at:
https://www.nrpa.org/parks-recreation-magazine/2017/december/urban-music-festivals-considered/. [Accessed 16 September
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goodvibesfestival.com. (n.d.). Good Vibes Festival. [online] Available at: https://goodvibesfestival.com/ [Accessed 9 Nov. 2020].

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THANK YOU