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Performance Marketing, Multi-City Campaign Strategy, Audience Targeting, Paid Social Campaigns, Creative Testing
Sunburn Festival
India
October 18, 2024
Big campaign wins are easy to celebrate. The harder part is making sure the next city performs just as well.
When Black Coffee toured India with Sunburn across Hyderabad, Bengaluru, Mumbai, and Delhi NCR, the challenge wasn't simply to generate buzz around each show. It was to build a campaign that could travel across markets without losing momentum.
Black Coffee's India tour brought one of the world's most recognised electronic music artists to four major markets. With each city bringing its own audience, media behaviour, and competitive landscape, the campaign needed to balance consistency with local relevance.
Our focus was to create a unified performance strategy that could scale across cities while keeping every market moving towards the same goal: awareness, engagement, and attendance.
A multi-city campaign can quickly become four disconnected campaigns.
Different audiences.
Different response rates.
Different levels of demand.
The challenge was to avoid that fragmentation and create a system where learnings from one market could strengthen the next—without relying on simply increasing the budget.
We built a single connected media strategy across all four markets.
The core campaign remained consistent, while targeting, media allocation, messaging, and optimisation were tuned according to each city's audience and performance.
This allowed us to learn, adapt, and optimise throughout the tour—keeping momentum high instead of allowing performance to fade from one city to the next.
The goal was to build awareness and demand for the Black Coffee tour across four cities while maintaining consistent campaign performance from market to market.
We aimed to maximise reach, drive meaningful engagement, convert interest into attendance, and create a scalable media framework that could be replicated across the entire tour.
290M+
Impressions
1.6L+
Attendees
2.65L+
Engagement per city
Across Hyderabad, Bengaluru, Mumbai, and Delhi NCR, the campaign delivered scale without compromising consistency.
The bigger win wasn't just the numbers—it was proving that a multi-city campaign could perform as one connected system.
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