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The bigger picture
As time was running out, it was more and more evident that Neversea 2025, an event awaited by tens of thousands of festival goers can’t be made possible at the seaside. So a decision was made: this year Neversea will change its location. It won’t be at the seaside, but in Romania’s capital of Bucharest, inside and around the country’s biggest stadium - National Arena.
The Problem
But it was, nonetheless, still Neversea. The big and obvious problem was that it wasn’t at the seaside anymore. It also posed a big question: how will the public react to this transformation? People had already bought early bird tickets and were mentally prepared to rock next to the cool summer breeze.
The solution
We came up with an incremental campaign that acknowledged this new reality and we started to shape a new narrative around our festival: while it was a late announcement, it would still be a great party with a lot of local flavours, that only Bucharest can offer.
Timeline
PHASE 1
The Mea Culpa teasing
We were truly sorry for leaving the seaside and being late for this announcement, so we took it upon ourselves to control the narrative: we know we’re late to the party, but we are the party.
PHASE 2
The Local Flavour campaign
What makes Bucharest so special? A lot of things: the hustle and bustle, the contrasts, the places and its people. So we dipped into its local flavour and turned Neversea Kapital into a token of Bucharest life in each and everything we communicated, whether it was the artist launch through different places in Bucharest, the pre-parties in venues well-known by local connoisseurs or even the social media posts.
PHASE 3
The Festival
People reacted even better than we expected. They weren’t mad, they were actually quite excited. They came in droves at National Arena and partied till dawn for three days straight. Just to give you an idea, we had over 152.000 people at Neversea Kapital.
Results
Gallery
In a nutshell
It’s not easy to change the location of a festival, more so when it is a part of Neversea’s DNA, but we managed to pull it off. We couldn’t do it without being in extremely close contact with the Neversea team, so we are very grateful for having such a great relationship with them.
What’s the next step for Neversea Kapital? Well, we’ll just have to wait and sea.