Category Promo & Activation
Subcategory Sponsorship or partnership
Entrant agency Golin / MullenLowe Romania
Client Electric Castle Music Festival
Brand Electric Castle
Product/service Electric Castle
Release date 31.05.2016
Executive creative director Eugen Suman
Senior Art Director Dan Costea
Copywriter Simina Zidaru
Art director Alina Nechita
PR MANAGER Ana Maria Trif
PR Specialist Raluca Duta
PR Specialist Raluca Manaila
PR Specialist Thedeea Gherlan

Electric Castle is the first Romanian festival which moved electronic music and live concerts to the open-air premises of a castle. Ever since its first edition it has been nominated at the European Festival Awards for the „Best medium sized music festival in Romania”. The festival's last day is on a Sunday, and historically there are less people attending on sunday.

Electric Castle Unofficial Partners - The first platform where companies could donate the Monday after in exchange for becoming unofficial sponsors of the festival.

We challenged companies all over Romania to become the UNOFFICIAL PARTNERS OF THE FESTIVAL AND OFFER THEIR EMPLOYEES THE MONDAY OFF in exchange for the respect and eternal appreciation of their employees and a promotion packaged offered by the festival. We created a guerrilla campaign targeting top managers in order to convince them to join the #electricmonday movement, as we called it. While many of us know are familiar with the concept of sponsors - brands partner with great events for considerable amounts of money, we offered those companies who gave their employees Monday off the title of Unofficial Partner. We asked them to be the Unofficial Partners of Electric Castle, and the official partner of fun, rock&roll and their employees

1,4 million people (+180%) saw the #electricmonday messages posted online. 2. The website had +50% visitors during the campaign. 4. +150% posts in social media from bloggers, KOLs and fans on the #electricmonday hashtag 5. More than 150 top companies became Unofficial Partners of Electric Castle 6. 50 KOLS joined in pro bono 7. +180 articles in the press and 10 media partnerships, with an overall reach of 20,752,888 impressions. (+90%) 8. 120.000 participants at the 2016 edition, a 35% increase in people on the last festival Sunday.