The Challenge

Our ambition was to establish OnBlackheath as a new festival for Londoners in a very cluttered market. We had to help deliver a sell-out festival for 2014, while securing OnBlackheath as a key date on the festival calendar going forward.

Our brief in the initial stages was to create a visual identity for OnBlackheath, then build a website, social channels and full service campaign from the ground up.

“We loved the chance to get a bit rock’ n’ roll with our OnBlackheath campaign”

Joe Arditti, Account Director

The Campaign

We ran a full-service campaign, creating outdoor, print, digital display, marketing, social media and radio campaigns, booking all media and providing ticketing analysis.

Campaign Highlights
Launch Party

#PlayOnBlackheath competition

The flagship of our social campaign was the launch of an exciting and innovative competition called #PlayOnBlackheath.

Partnering with LastFM and John Lewis we ran a national search for a new unsigned band who would play at the festival.

The winner was chosen by Harvey Goldsmith and festival headliner Frank Turner from 200 entries after a 6 week campaign.

The winners also played at the OnBlackheath launch party on the rooftop of John Lewis.

We also invited Frank Turner in to do a Twitter Q&A.

133 questions in just 45 minutes Reaching 500,000 people

Media Partnership

AKA secured key media and outdoor partnerships, delivering 142% in value compared to the original investment through free of charge opportunities and negotiation.

OnBlackeath logo
Evening Standard logo

The Outcome

Our specialist marketing and promotions campaign reached over ten million people, including over a million music and festival fans and over three million ABC1 women and families. This delivered over 350% in value compared to the original investment.

The website received 294,706 total visits and 202,351 total unique visitors.

We built a strong and engaged social media fanbase of 10,300, including 6,800 Facebook fans and 3,500 Twitter followers.

The #PlayOnBlackheath competition received over 200 entries and created a huge social reach of 1,447,878 people in the 12 hour period following the festivals launch party.

OnBlackheath welcomed 25,000 people to the festival over a two day period and was nominated for four prestigious UK Festival Awards. AKA have recently launched the 2015 festival.

London office

020 7836 4747