Byravee Iyer
Aug 30, 2012

Momentum Thailand keen to stage annual music festival

BANGKOK - On the back of its recent success with the 4 August Thai music festival “Sonic Attack”, Momentum Wordwide, McCann Worldgroup’s event marketing arm, is keen to make this an annual two-day festival from next year.

This is in line with event marketer’s larger strategy of focusing on more music and entertainment events in the region.

The event, for which Momentum partnered with music promoter Rock n Rolla, saw more than 7,000 attendees, making it a sell-out. Last year’s Sonic Attack, bereft of an event marketer, was on a much smaller scale with only around 3,000 peoople attending it.

With a budget of approximately US$75,000, Momentum Thailand relied on social media and publicity from its partners like Channel V to spread the word.

It also used a thematic approach, the best of the '90s, to attract its target audeince. The event featured '90s British alternative-rock band Suede as well as a 13 local bands from the '90s.

“Because we were on a tight budget we did a lot of innovative things on social media including putting up a lot of content related to the '90s to draw in the target audience,” said Yod Sukwiwat, managing director of Momentum Thailand.

The event was sponsored by Chang Beer and local whisky brand 100 pipers. Alcohol beverage brands have typically shown a preference to sponsor music events, given the direct fit. 

Related Articles

Just Published

9 hours ago

Netflix posters will reflect real-time pollution to ...

The digital posters will use measurements of the air quality around them.

12 hours ago

Le Monde expands global footprint with M Internation...

M Le magazine du Monde has debuted its English-language global edition including distribution in key Asian markets such as Japan, Korea, Greater China, and Singapore.

18 hours ago

Audrey Kuah to exit VML APAC co-CEO role, Yi-Chung ...

Kuah, who took on the Wunderman Thompson APAC CEO role in September 2023, exits after nearly 18 months, during which she oversaw the merger of Wunderman Thompson and VMLY&R.

19 hours ago

Publicis Media poaches Mickey Zhang as China president

EXCLUSIVE: Zhang's appointment to a newly created leadership role is aimed at strengthening the team amid regional growth. She brings extensive brand-side and GroupM experience.