AGC STREETCON EVENT REPORT 2014
THE CHALLENGE
AGC to communicate an arts festival (urban/ street art) to non/art and art enthusiasts alike. AGC to communicate the positioning ”easy urban” in line with the ‘soul of the city’ campaign driving traffic to the mall.
THE SOLUTION
Create an event and communication piece which will cater to targeted audience that are easily understood and enjoyed by the public.
THE ACTION
CAMPAIGN
OUTDOOR
“JAPOSIMO” BY TARSILA SCHUBERT
“MOTHER & CHILD” BY ENFORCE ONE
PRESS ADS
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POSTCARDS
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COVER ART: “MOTHER & CHILD� by ENFORCE ONE
facebook.com/alghuraircentre.com
facebook.com/alghuraircentre.com
FLAGS
SHIRTS & BAGS
EVENT
days 11 events 10
The events were scattered into ten unique art activities happened in eleven days
17 FEATURED ARTISTS (COMMISSIONED) Enforce One / KDLIG / Mark Barretto / Paul Bruwer / HelloCloud88 / Tarsila Schubert / Liz Ramos-Prado / Pinkblot / Kathryn Wilson / Victoria Viray-Ganzon / Digital Addict / Darwin Guevarra / Ella Orencillo / Konan Lim / Depikt / Konan Lim / James McCrannie
17 PARTICAPATING ARTISTS (NON-COMMISSIONED) Muhaisnah 4 / Dozign / Bendazoid / Mad Ink / Just One / German Fernandez / Ven Manayan / Bonz / Sya One & Bow / Melancholy / Seftwo / Gans / Miru / Ceejay & Rico / Parallel Sound System /
1
EXQUISITE CORPSE
Duration: 10 days Collaborators: 5 artists
Results: 5 artowrks combined together in one installation.
2
THE WALL
Duration: 5 days Collaborator: 1 artist
Results: A permanent mural on a public space.
3
BOX ART
Duration: 5 days Collaborator: 2 artists
Results: 6 repositionable box towers (18 boxes) were produced in which people can interact with.
4
TOY JAM
Duration: 7 days Collaborator: 5 artists
Results: 10 unique art toys where produced and exhibited during the event schedule. Indoor and outdoor.
5
FACES OF DEIRA
Duration: 2 days Collaborator: 1 artist
Results: produced 27 digital portraits / 14 printed giveaways
6
THE FILLERS
Duration: 2 days Collaborator: 1 artist
Results: More than 70 people participated on this event painting panels. Produced one puzzled artwork.
7
SIDE BY SIDE
Duration: 2 days Collaborator: 2 artists
Results: 4 unique collaborated artworks between artists and the children.
8
DOODLE WALK
Duration: 5 days Collaborator: 1 artist
Results: 11 meters of richly drawn surface. A true collaboration between the artist, the audience. Young and old.
9
STICKER FREAKER
Duration: 7 days Collaborator: 1 facilitator
Results: Approximately 1,500 stickers were used in this activity. This is the most succesful, interactive and most cost effective activation in the event.
10 MASH UP ROOM
Duration: 11 Days
Results: The home base of the whole event. It housed 4 events and it has been successfully built as an alternative/pop up gallery from scratch within 10 days. 20 artists exhibited their work.
10 MASH UP ROOM
10 MASH UP ROOM
10 MASH UP ROOM
10 MASH UP ROOM
10 MASH UP ROOM
10 MASH UP ROOM 2
THE RESULTS
SUMMARY 28,416 reach 14,500 reach
Based on AGC Facebook top page post 04.02.2014 Major territory reach UAE, Middle East and Europe Based on Brownmonkeys Facebook top page post 05.02.2014 - 17.02.2014 Major territory reach UAE, Philippines, USA, UK, Japan
72 tweets #streetcondxb 59 tweets #streetcon 390 photos #streetcondxb 224 photos #streetcon
BLOGS
More than 20 blogs and videos has been attributed to Streetcon. Combination of organic and paid PR.
PR VALUE AVE:
$ 69392.85
PR Value: $ 208178.55
FOOTFALLS
FOOTFALLS DATES
MASH UP ROOM
VARIANCE
VARIANCE
MALL
2014
2013
W/MASH UP ROOM
W/O MASH UP ROOM
W
FEB 05
29,723
29,723
24,551
21%
21%
TH
FEB 06
36,606
36,606
24,749
48%
48%
FRI
FEB 07
1,260
38,524
39,784
21,223
87%
82%
SAT
FEB 08
1,147
32,596
33,743
27,291
24%
19%
SUN
FEB 09
221
27,463
27,684
27,230
2%
1%
MON
FEB 10
235
27,091
27,326
23,994
14%
13%
TUE
FEB 11
233
27,355
27,588
23,288
18%
17%
WED
FEB 12
217
28,147
28,364
23,755
19%
18%
THU
FEB 13
1,400
38,896
40,296
24,102
67%
61%
FRI
FEB 14
1,485
42,750
44,235
33,303
33%
28%
SAT
FEB 15
379
31,409
31,788
28,840
10%
9%
6,577
AVERAGE
33,376
31%
29%
TOTAL
+/- 10%
TESTIMONIALS
”Deira needs this kind of events that involves Art for the whole family.” “Artists can do more impact in the mall and also the Deira district, it’s whole new territory for Dubai art venue”
“Streetcon encourages artists and enthusiasts to do what thy love to do. Art”
“We want Streetcon to happen as often as possible.”
”Streetcon made Deira cool and hip. We want more”
“AGC should push the boundaries of art, sharing it to the public”
Graffiti and painting a were all over the place turning an old boring booth into a colorful and lively one. And it’s not just any art gallery, it’s one where you can interact in it...”
“Hopefully there will be more. :) ‘till next time then! Thank you to StreetCon for the free shirt too!
“Urban art in the mall, here in Deira. Cool!” *These are collective feedback of people who attended Streetcon.
“A good opportunity for artists and audience to connect.” “Been living here in Deira for 15 years, I’ve never seen such a creative event here in Al Ghurair mall.”
“Absolutely love it hearing live music, watching street performers and seeing urban art. It takes me right back to when I lived in I lived in Los Angeles, CA. There’s something magical about seeing people do what they are passionate about and watching their talents, skills and creativity flow. Hopefully they’ll spark a true revival of Deira through their promotion of street art and performances.”
“The ten-day celebration of local and international urban talent saw more than 3,000 people attend in the first two days.”
“If the momentum is sustained, it could result in a new lease of life for Dubai’s first mall, and a revitalisation of what used to be Dubai’s hight street.”
- happeningindubai.blogspot.ae - sohanalytics.blogspost.ae
“Had such an amazing afternoon at the Streetcon such a colorful exposition with lovely faces around and friendly people (especially the Brownmonkeys) so much cool art.”
“What happens when you put on an art event with no pretension, no exclusion and no snobbery? You get Streetcon. the Most authentic art event held in Dubai.”
- miromimi.wordpress.com - Conor Purcel
- thirdculturefamily.com
Editor, Al Ghurair Centre Magazine
DESTINED TO IMPROVE
Event dates has to be shorten. 2 to 4 days maximum More interactive activities tailored for family and kids Must have more effective PR organically and paid and must be activated 3 weeks before the event dates Create more hype through unconventional communication like social media and activations Event location must be concentrated into one location and must be properly communicated through proper signage and way finding Need follow-up and micro events in between the year before Streetcon The event needs to reach and create buzz in the art community, locally and internationally Curate more experimental art activities that challenge the art community spectrum Improve social media campaign Introduce “event under the event’ like music, food and recreation inside Streetcon A tie-up with Dubai Culture will make a difference and attract more audience
END VIDEO
THANK YOU