Splendour in the Grass
communications & digital
Visa engaged us for the second year in a row to bring to life their partnership with Splendour in the Grass for 2019. We were tasked with tapping into the centennial audience mindset and positioning Visa as a meaningful brand, putting them front of mind and top of wallet. From that brief, we created Visa Cinema in the Grass – the first ever outdoor cinema at Splendour in the Grass – giving festival goers a place to chill out and relax during the daytime (aka festival down time).
Visa Cinema in the Grass offered offered festival-enhancing benefits like free phone charging and free sparkling water, with the Visa Candy Bar selling movie snacks like lollies, popcorn and choc tops. All movies shown were music-related or featured iconic soundtracks, such as Almost Famous, Dirty Dancing, Empire Records and A Star is Born.
2019 was the first Splendour in the Grass that was an entirely cashless festival. We achieved Visa brand exposure at over 330 contactless payment terminals across the site. We also managed to reach over 1.1m people across all Visa and Splendour social channels. Key objective for Visa was to increase awareness and usage of mobile pay, of which the results exceeded all expectations. Over 40% of all payment transactions in the Visa Cinema in the Grass were through mobile pay, well above the overall festival average of 15%.
We created a bespoke event for over 60 of Visa’s top clients from across Australia, bringing them to Byron Bay for an immersive experience at the festival that included a sit-down lunch at the Icebergs pop-up and a curated schedule designed to highlight how centennials take in Australia’s largest music event.