Copywriting: Individual Assignment -Spring Wave Music and Art Festival Concert

This assignment is to create a new direction for existing music concert. After all of the research, I choose Spring Wave Music and Art Festival.

Introduction

Spring Wave Music and Art Festival Concert is the most popular top selling annual outdoor music festival in the southern part of Taiwan. It is organized by Friendly Dog Entertainment Co., Ltd and will be held at Kenting, Taiwan every year. It has been a heat since eight years ago until today. Every year, there are approximately 20,000 concert goers who want to experience this music festival in Taiwan. It features Taiwan local and international bands performing the hottest pop music. With all these years of effort, it has become one greatest symbolic of Asia. It has become an outstanding music festival in the China region and Mandarin Pop Market with the tide of charismatic music. It is because they are unique, extraordinary and different from other outdoor music festivals in a way that they allow their artists to perform one full hour on the stage. It is not just about experiencing the nature, breeze, sun or stars but also the passion, feeling, emotion and anticipation for the next Spring Wave Music and Art Festival Concert.

Consumer Insight

Music is what feeling sound like. It is a world within itself with a language where we all understand. From the past until today, there are tons of different music has been produced. Part of the music nowadays is missing with soul. At the same time, music that came into existence after the mid-90s has slowly covered up the beauty of classical oldies pop song back in the past.

Therefore, the ideal solution is to arouse and rediscover the forgotten classical oldies pop from the earlier 60’s. This world is dashing to the future in a very fast pace, everyone need to slow down. In order to make this happen, Spring Wave Music and Art Festival Concert is going to bring back those passionate and spirited classical oldies pop songs from the past to the concert.

Concert Theme

The new direction theme of the concert is “Reminiscing Down Memory Lane”. It is to bring back the forgotten 60’s, 70’s and 80’s hits on the track. In addition, to reminiscence the great of classical oldies pops song. It will be a full day non-stop live performance from 6pm to 12am by Mandarin pop artists from Taiwan.

It will be held in Sepang International Circuit which can fit a large numbers of concert goers. Besides music concerts, there will be merchandise stalls to bring together Malaysian’s creative communities from the field of music and artsy activities to have fun at the festival. Besides that, there will be indulging Taiwanese food stalls for Malaysian to taste Taiwan’s food culture. The lineup artists for this event are Taiwan pop artists. They are A-Yue, Khalil Fong, Jam Hsiao, Hebe, Della and Jia Jia. Every each of them has an hour to perform their best on the stage.

Consumer Category

The two consumer categories are comparative and conformist.

Comparative are the people who seek for comparisons frequently between themselves and other brands, product or services. They are judgmental and narrow minded. Therefore, as a comparative attitude, they will compare before and after of the concert back in Taiwan and Malaysia. Then, they will know how special and unique this year Spring Wave Music and Art Festival Concert in Malaysia will bring everyone a trip down to memory lane with classical music. Furthermore, the approach for the music event is suitable with rationale and transformational copywriting style because it provides facts and details as well as the sense of superiority. They are the group that prefer facts and like to make their own decisions.

The second consumer category is conformist which is the group of people who generally have an open view and wants to give a shot on everything. They give trust to anything that comes to them. They have well known attitudes such as a risk-takers and attached to positive attributes. Therefore, by promoting Spring Wave Music and Art Festival Concert in a new direction this year in Malaysia, it could definitely grab their attention to give a chance to a fresh experience. In addition, the approach for this music concert event would suitable with emotional and likeable copywriting style. It is the reason they are generally more open to ideas and suggestion as well as choose a brand based on intuition and creativity.

Consumer Profiling

Concert goers who are energetic and love impulsive activities.
Target consumer’s age will be start around 18 and extended from 35 to 45 years old.
Young adults and adults who bring along their families
Both female and male who settle in urban and suburban

Copywriting Style

Method of rationale and emotional.

Rationale is the form of copywriting style where there are sufficiently of information and details given to the target audience. Eventually, in order to promote a music concert to public, it has to contain with basic details such as time, date, venue and lineup artist. In this ways, target audience would receive the details on the spot.
Emotional where it highlights the lighter side of life. The feelings such as joy, happiness, humor and excitement are frequently used to trigger the enthusiastic effects from targeted audiences.

T-Plan

Target Objective: The target objective of Spring Wave Music and Art Festival Concert is to reminiscing down memory lane to bring back 60’s – 80’s classical oldies pop songs in the concert by Taiwan Mandarin pop artists.
Target Audience: The target audiences of this concert are age between 18 – 45 years old on both genders that settle in urban and suburban areas. We target more on young adult and adults with families who are suited for classical pop music and likes experiencing music concerts
Target Belief: Spring Wave Music and Art Festival Concert will make everyone belief that it will be an entertaining, enjoyable and reminiscence with classical oldies pop songs. It will be as enthusiastic as before.
Target Reaction: Spring Wave Music and Art Festival Concert will make everyone react to purchase concert tickets to experience how we bring them down to the memory lane.
Target Action: Spring Wave Music and Art Festival Concert will trigger everyone to have the urge of experiencing the concert and buying concert tickets when our tickets are on sale through online.

Print Advertisement

Radio Advertisement

Client	Friendly Dog Entertainment Co., Ltd
Product / Service	Spring Wave Music and Art Festival Concert
Title	Spring Wave Reminiscing Down Memory Lane
Duration	30 seconds
Theme	Logical
Language	English
Category	Rational (70%) Emotional (30%)
Perspective	Monologue / Narration
Format / Structures	Bed – a pitch and a song in the entire advertisement

Radio Script

[SFX : Concert cheers]

[SFX : Chorus of a Chinese song named – Friend, fades in]

[SFX : Concert cheers fade out]

[MVO1] (CHEERFUL AND EXCITEMENT VOICE)

: Hi everyone! Friendly Dog Entertainment presents you Spring Wave Concert Malaysia!

[FVO1] (CHEERFUL VOICE)

: at Sepang International Circuit, on Friday, October 10, 6pm.

[SFX : Chorus of a Chinese song named – Friend pause, switch to Hey Jude]

[MVO2] (CHEERFUL VOICE AND A LIL DREAMY)

: 6 hours non-stop with 6 of US, bring you down to memory lane…

[FVO2] (CHEERFUL VOICE)

: All you need is 1 ticket starting from RM118

[SFX : Hey Jude song pause, switch to Chorus of a Chinese song named – Red Bean]

[MVO3] (CHEERFUL VOICE)

: For more info, log on to fb/SpringWaveMalaysia or galaxy.com.my

[SFX : Chinese song – ‘Red Bean’ continues with concert cheers]

[FVO3] (CHEERFUL VOICE)

: What are you waiting for? See you there!

[SFX : Chinese song – ‘Read Bean’ and concert cheers fades out]

Video Advertisement

Client	Friendly Dog Entertainment Co., Ltd
Product / Service	Spring Wave Music and Art Festival Concert
Title	Spring Wave Reminiscing Down Memory Lane
Duration	30 seconds
Theme	Rational and Emotional

Direct Mail

DIY Record Player - to deliver the message about bringing audience down to memory lane with Spring Wave Music and Art Festival Concert.

It is a concept of DIY a record player without electricity. In the package, it will be attached with, needle, belt rivet and a record. It will be designed in a handy package which is in an envelope, so it can be deliver conveniently. The record size was reduced from its standard 17.5 cm to 12cm which is the standard size of CD’s. The design is still using consistency of retro element.

Direct Mail's Envelope

The cover & inner page of direct mail.

The right side of inner page is to place the record and the material (needle and rivet).

As you observe the words on the record, it is purposely designed in different angle and directions. In addition, if you notice, the details are the concert’s call-to-action. The reason to design in this way is because, they would spin the record to listen when they done making the DIY record player. So, while they are spinning, each of the details will reach the reading direction of audience. At the same time, while they are listening there is visual of details provided.