Splendour in the Grass
communications & digital
In 2018, Visa became the Official Payment Technology Partner of Splendour in the Grass, an annual music and arts festival in the Byron Bay hinterlands. We wanted to shift consumer perceptions away from seeing Visa as just a card, to seeing Visa as a technology brand. Through our activations we tapped into the centennial audience and positioned Visa as a meaningful brand, putting them front of mind and top of wallet.
To demonstrate this, we created a clean and defined space that provided festival goers with the essential tools they needed to power their Splendour experience - secure phone charging, sparkling water on tap, giant Connect 4 and Visa’s Interactive Vendor selling festival essentials. The relaxed environment broke up the high energy of the festival as a place where people could come and go as they pleased, providing them with essentials and solving potential festival problems.
We created a bespoke event for over 80 of Visa’s clients at Splendour in the Grass’ pop-up restaurant Chiswick. Guests were treated to canapés at the Visa activation space, a three-course sit-down dinner at Chiswick featuring a panel discussion on the evolution of ‘festivalisation’ and centennials with industry experts, an interactive Instagram tour of the festival curated to their interests, drinks at Smirnoff The Wilds followed by VIP access to the amphitheatre stage.