triple j’s Dream Festival

This idea first started - like many great ideas - late one night over a beer at the pub. We’d just re-launched the triple j app and I wanted to do something big to show listeners how easy it was to flick between their favourite stations - triple j, our home of independent Australian music, triple j Unearthed, and our older sister station, Double J.

We’d just come off the back of our biggest Hottest 100 ever and I wanted to keep the momentum going with a mid-year station campaign that created another collective live listening experience.

So Dream Fest was born.

Each of the three stations was a ‘stage’ and we scheduled 30 massive live sets from the triple j archives across the entire day.

I was overwhelmed with the listener response to this campaign especially in it’s first year. People loved the nostalgia trip and it felt like everyone listening wanted to share their favourite live music moments with us. From marriage proposals, moshpit shenanigans to spectacular drumstick catches - we were able to lead a conversation around the everlasting value and joy of an incredible gig.

Strategically, it led to tens of thousands of new downloads of the app, helped triple j introduce the older end of it’s audience to Double J in a genuine way and gave triple j it’s best mid-year radio survey figures in years.