Goals and objectives
To celebrate Buro 24/7’s second anniversary in Singapore we focussed on our readers and content they enjoy consuming on Buro247.sg. Analysing their trends, patterns and habits – we wanted to create an experience that would be engaging to them and would be shared on social media and via word of mouth and in turn brand loyalty towards Buro.
After analysing the activity on the website and pages our readers visit the most, the ’Culture’ section showed high engagement especially when coverage was featuring Music Festivals around the world Eg: Coachella, Glastonbury Festival and Ultra Music Festival. Using this data, we created a concept that would be high on engagement, entertainment, share-ability and brand interaction.
Combining the essence of Buro 24/7 — that is, telling stories through a creative digital platform — with the trend of our reader's interest in immersive experiences, we present ‘The Buro 24/7 Festival’.
An unforgettable lineup of online and offline activations, the Buro 24/7 Festival focussed on:
- Influencer integration
- Database acquisition
- Engaging editorial content to showcase Buro’s expertise
Combining the Buro 24/7 digital space with an on-ground activity – the Buro Festival was a first in Singapore for a media platform.