CASE STUDY
One Night Carnival — Martin Garrix, first time in Korea..
The EDM festival that brought world-No.1 DJ Martin Garrix to Korea for the first time. YEN ran end-to-end promotion — online and offline PR, media relations, on-site activation, and the full concept-art system.
YEAR 2015
INDUSTRY EDM Festival / Live
SERVICES Online & offline PR · Media relations · On-site marketing · Concept art
Problem
Korea's EDM scene at the time revolved around one or two big festivals; booking and selling the world's #1 DJ required reaching both an overseas-leaning EDM audience and a mainstream domestic one at once — two very different vocabularies, in a short window.
Approach
We built the whole campaign around a single line — "the night the world No.1 comes first." Unified visual language (neon-gradient carnival motifs) across film, print, social, and press. On site, photo moments and real-time social turned the crowd itself into the publishing engine.
Result
- 01First-ever Martin Garrix (world No.1) festival in Korea
- 02First concert event ever held at Gocheok Sky Dome
- 0322,000 attendees on the night
- 04Simultaneous national daily and music-press coverage — a landmark moment for Korea's EDM scene
Deliverables
— Campaign strategy & concept art— Online ad operations (social & portal)— Out-of-home & campus activation— Media kit & interview management— On-site branding, photo zones, merch
PRESS
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