The Experience Effect on Brand Health.

Splendour in the Grass returned to our forever home at North Byron Parklands this year, serving up one of Australia’s biggest and boldest music and arts festivals.

Splendour is a cultural phenomenon that inspires and engages millions.

42,500 people made the pilgrimage to Byron Bay in 2019, a ritual drawing taste-makers from across the country and driving huge hype and opportunity for all involved.

This year we kicked our research into the next gear with Love Song at Splendour. This ambitious data-capture program will continue to build out across the year exploring a multitude of on-ground touchpoints at festivals, through our huge database and to a wider audience, collating a holistic understanding of Aussie music fans.

Love Song’s on-ground quantitative research program established key trends and insights from attendees at Splendour in the Grass. It uncovered valuable insight into patron’s on-ground experience and how our partners can optimise their brand to add (and share) value in the festival context. We created a 15-question survey at the festival with nearly 1,000 revellers sharing their thoughts; the results are impressive.

69% of festival attendees say brand activations have a huge impact on driving positive attitudes towards brands.

A massive 84% of attendees said that after their festival brand experience they were More Likely or Likely to purchase or use the brand.

Our audiences love to share, with 78% of attendees saying they’re likely to share their brand experience with their friends.