Events · Campaign
L.I.F.E Fest 2025: sponsoring a family festival.
One day of South African music, food, family fun and sport at the Northerns Sports Complex in Benoni, Gauteng, on 28 June 2025. The collaboration and sponsorship campaign by Hello Brand put brands face to face with an expected 4,000 festival-goers, with media before, during and after the day.
- Sponsorship
- Brand activations
- Product sampling
- Social media
- Influencer partnerships
- Radio and press
- Event app
- Festival day
- 28 June 2025
- Expected attendance
- 4,000
- Open
- 10 am to 8 pm
- Sponsor tiers
- 4
A collaboration and sponsorship campaign by Hello Brand, Pablo's Playground and African Spirits for L.I.F.E Fest, which ran on 28 June 2025.
Chapter 1 of 7
The brief
L.I.F.E (Live, Integrated, Family, Experience) is a festival that celebrates South African music, food, sport and entertainment. The campaign invited brands to collaborate and sponsor it, and to use it to reach a diverse, community-driven audience.
The campaign positioned L.I.F.E as a modern cultural experience, built to appeal to a broad range of consumers and to give brands authentic connections with diverse communities.
- 4,000 attendees to meet through brand activations, product sampling and event experiences.
- Media exposure through radio, social media campaigns, digital advertising and press releases.
- A cross-section of urban professionals, students, young adults and families.
Insight
An authentic South African experience, with music, food and community at its core, lets a brand stand for inclusivity, nostalgia and a shared South African identity.
- Date
- Saturday, 28 June 2025
- Hours
- 10 am to 8 pm
- Venue
- Northerns Sports Complex, Benoni
- Region
- Gauteng
- Expected attendance
- 4,000
- Audience
- LSM 7 to 9
The idea
Live. Integrated. Family. Experience.
An immersive, modern festival that echoes South African culture, community and heritage through music, food and family-friendly activities. Inclusive by design, for people of all backgrounds and all ages, it gives brands a platform to engage with a diverse, community-driven audience.
- Celebrate South African music, food, sport and entertainment
- Bring people of every background and age together for one day
- Give brands authentic connections with diverse communities
- Let brands stand for inclusivity, nostalgia and a shared South African identity
Chapter 2 of 7
A festival for the whole family
An unforgettable day for all ages, blending music, culture, adventure and relaxation in a vibrant setting: live acts and DJs, picnic spots, a VVIP backstage lounge, food and craft stalls, and a Fam Zone of games, rides and sport.
Around the grounds
Picnic spots
Relaxed seating with shaded picnic set-ups, for groups, couples and families to enjoy the live music.
VVIP backstage lounge
Exclusive access for VIPs, artists and sponsors, with a private bar, premium food and shaded lounge areas, and the chance to network with celebrities, influencers and key industry figures.
Food and craft stalls
Gourmet food trucks, local vendors and craft stalls, with curated menus of South African favourites and international flavours, and an artisan market of locally made goods, clothing and art.
The Fam Zone, for all ages
A multi-activity space for families, children and adventure-seekers.
Gaming and mini-cinemas
Interactive gaming booths with the latest PlayStation releases, and mini-cinema zones showing short films, music videos and animation.
Carnival rides
Classic thrill rides and carnival attractions: a Ferris wheel, bumper cars and family-friendly rollercoasters.
Kiddies play area
Supervised inflatable jungle gyms, climbing zones and obstacle courses, with interactive play areas for younger children.
Sport for every level
Touch rugby, cricket, rock-wall climbing and racing simulators: fun, physical activities for all skill levels.
The mechanical bull
A crowd-favourite challenge for adults and teens alike.
Chapter 3 of 7
In the venue, and before and after it
On the day, sponsors' brands were built into the grounds: activation zones, signage and video screens carrying their logos, branding on tickets and promotional material, and a live radio broadcast from the festival.
On-site branding: activation zones, signage and video screens prominently featuring the Presenting sponsor's logo and branding, and its branding on all event signage, tickets and promotional materials.
Activation space: every tier came with its own space on the grounds, from the most prime and visible locations for the Presenting sponsor to a designated activation space for Bronze.
On air from the grounds: live outdoor radio broadcasts through a Mix FM partnership, with sponsor mentions during the broadcast.
Before, on the day, after
Before
- A campaign on Facebook, Instagram, Twitter and TikTok
- Influencer partnerships and artist promotion
- Targeted email and website promotions
- Pre-event radio interviews and promotions
- National and regional press coverage
On the day
- Direct interaction with 4,000+ attendees
- Brand activations, giveaways and product sampling
- Live radio broadcasts and sponsor mentions
- Event-day signage and video screens
After
- Post-event promotions
- Influencer content
- Social media discussion
- Post-event surveys
Chapter 4 of 7
The festival-goer's day
From the first post in their feed to the conversation after the day: seven moments where a sponsor meets the crowd.
Hear about it
On social media, from influencers and the artists, by email, in the press and in pre-event interviews on Mix FM.
Arrive in Benoni
Saturday, 28 June 2025, at the Northerns Sports Complex, open from 10 am to 8 pm.
Settle in
A shaded picnic spot in front of the live music, with food trucks and the artisan market close by.
Play in the Fam Zone
Gaming booths, rides, touch rugby and cricket, the climbing wall and the mechanical bull, with a supervised play area for the youngest.
Meet the brands
Sponsor activations, giveaways and product sampling across the grounds, with branding on signage and screens.
Have their say
The event app and post-event surveys give sponsors in-depth consumer data.
Keep it going
Post-event promotions, influencer content and social media discussion carry the festival beyond the day.
Chapter 5 of 7
Four ways to sponsor it
Presenting, Gold, Silver and Bronze sponsor tiers set what each partner gets: category exclusivity, the size and position of its activation space, branding on signage, tickets and promotional material, social and radio mentions, and tickets for its guests.
-
Tier 1 · Presenting sponsor
R200,000
Category exclusivity and the most prime, visible locations in the venue. Prominent branding on all event signage, tickets and promotional materials, and on activation zones and video screens. Dedicated posts on all the festival's social media, email and digital platforms. Artist meet-and-greets for its guests or employees, exclusive radio and media interviews before the event and live mentions on the day, and 100 general-admission tickets.
-
Tier 2 · Gold sponsor
R100,000
Category exclusivity and a tier 2 activation zone in a prime location. Tier 2 social media coverage and digital marketing, interviews and mentions on the pre-event radio broadcasts and during the live outdoor broadcast at the event, and 40 general-admission tickets.
-
Tier 3 · Silver sponsor
R50,000
Priority pouring rights as the festival's exclusive beverage provider, a tier 3 location on the festival grounds, branding visible across all marketing platforms, and 20 general-admission tickets.
-
Tier 4 · Bronze sponsor
R30,000
Designated activation rights and activation space during the festival, and 10 general-admission tickets.
The offer at a glance
4,000
Expected attendance
Saturday, 28 June 2025
4
Sponsor tiers
Presenting, Gold, Silver and Bronze
10 hours
On the day
10 am to 8 pm
Why a brand would sponsor it
- Direct audience interaction: meet 4,000+ attendees face to face, driving product awareness, samples and brand impressions.
- Media and brand visibility: stay top of mind through digital, social media, radio and event-day signage.
- Long-term impact: reach beyond the festival with post-event promotions, influencer content and social media discussion.
- Connection and loyalty: build deeper emotional connections with attendees, and with them trust and loyalty.
Chapter 6 of 7
Who it is for
Young professionals, families and people who enjoy music, entertainment and community events, and who value culture, family, inclusivity and local traditions.
It suits brands that speak to youth culture, family-oriented values, music lovers, sports enthusiasts and anyone engaged with South African culture.
- Primary age
- 24 to 44
- Secondary
- Under 18
- Gender
- A balanced male and female crowd
- LSM
- 7 to 9
- Expected attendance
- 4,000
- Mix
- Urban professionals, students, young adults and families
Chapter 7 of 7
What it set out to deliver, and the results
The festival ran on 28 June 2025. These are the success measures set for sponsors; the results are still to come.
- Audience reach · target
- Up to 1 million+ impressions through media coverage, digital campaigns and influencer partnerships
- On-site engagement · target
- 70% of attendees interacting with branded activations, providing valuable consumer data
- Data insights
- In-depth consumer data through the event app and post-event surveys
L.I.F.E Fest sponsor dashboard
What it will measure
6 weeks · sample
- Sample
974,300
Audience reach
- Sample
70.5%
On-site engagement with activations
- Sample
2,140
Consumer data from the app and surveys
- From the case study
4,000
Expected attendance
Audience reach
- Sample
974,300
Audience reach
Impressions through media coverage, digital campaigns and influencer partnerships
- Sample
86
Influencer posts
Posts from influencer partners and the artists, before and after the day
| Item | Value |
|---|---|
| W1 | 88,200 |
| W2 | 196,500 |
| W3 | 331,700 |
| W4 | 512,400 |
| W5 | 806,900 |
| W6 | 974,300 |
| Item | Value |
|---|---|
| Social media campaigns | 412,600 |
| Influencer partnerships | 236,900 |
| Radio and press | 198,400 |
| Digital advertising | 126,400 |
On-site engagement
- From the case study
4,000
Expected attendance
Festival-goers expected on Saturday, 28 June 2025
- Sample
3,815
Attendance on the day
Festival-goers through the gates, 10 am to 8 pm
- Sample
70.5%
On-site engagement with activations
Attendees who interacted with a branded activation: 2,690 people
of attendees interacted with a branded activation
| Item | Value |
|---|---|
| Presenting | 1,920 |
| Gold | 1,265 |
| Silver | 980 |
| Bronze | 645 |
| Item | Value |
|---|---|
| 10-12 | 905 |
| 12-14 | 1,240 |
| 14-16 | 1,020 |
| 16-18 | 480 |
| 18-20 | 170 |
Data insights
- Sample
2,140
Consumer data from the app and surveys
Adult attendee profiles captured with consent through the event app
- Sample
1,265
Post-event surveys completed
Surveys answered after the day
of the 2,690 guests who met a brand left a profile
- 24 to 44 63%
- 18 to 23 21%
- 45 and over 16%
Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.
Aligning our goals, for maximum impact.
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