The Vrak.TV team has given us a mandate to develop an activation strategy that will mainly reach 13-25 year old during its second participation year in a row to Santa Teresa Festival. Our goal was to conceptualize, produce and activate a Vrak Lounge in the heart of the festival!
We therefore created a boho-chill space and invited the festival-goers to gather, to drink Vrak Tea (Les Festifs) and to enjoy shows on beans bag and colorful chairs. Festival-goers were also able to enjoy this lounge to listen to some Vrak videos. All the attention has been put on the personality of Vrak which is strong, current and unifying.
More than 1,000 people enjoyed the lounge space throughout the weekend.