The second SXSW Sydney is less than four weeks away. For TEG head of commercial Simon Cahill it means much of the heavy lifting is over.
Cahill told Mediaweek that after a successful first-year event 12 months ago, work on re-signing partners and finding new ones started as soon as SXSW 2023 wrapped.
His role has slightly changed at TEG for the 2024 event. Previously head of commercial and marketing, Cahill now has a focus on the commercial outcomes. But not just SXSW, Cahill also looks after all TEG activity from touring to sport, experiences and theatre. But he admitted, “My passion, my love is for SXSW.”
Working on year two was certainly less daunting than organising the first event, he said. “You know what it is that you’re building. Last year we had this line that we stuck to. It was – South By is Disneyland for creatives and the activations are the rides.
“Although we kind of knew what that was, we then had to execute it in real life and make sure that the brands that were coming on that journey understood that vision as well.
“We did a really good job of making it fun and exciting. Prime Video had 30,000 people go through their doors in the first year. That was the number one most-attended activation that we had on site.”
Simon Cahill
Ad industry support key to SXSW success
Of all the people attending, the advertising industry visited in the greatest numbers. TEG data indicates that sector made up 15% of attendees at SXSW Sydney.
Cahill and the TEG challenge for visitors this year: “In year two it’s like, how do we make this better? Year two has been really about making it more fun, more exciting.”
TEG revealed to Mediaweek that year two will provide a batter commercial return on their investment. With that comes a number of changes to the experience that was 2023.
“What we’ve done is we listened to everybody from last year. I’ve been to SXSW [in Austin] four times. And you do a lot of walking in Austin. But what we heard from everybody in Australia was they didn’t want to do as much walking. They wanted to be more central, more about the ICC. What we did is make the Tumbalong Park area bigger for activations.
“We’ve got ComBank coming back who are our first super sponsor and they’re activating in the park and they’re focusing on security. All.com, which is a Accor, are going to be doing an activation there as well. MailChimp are going to bring to life CRM. They’ve got an incredible activation, which is fun, engaging and interactive.”
Another partner returning this year is QMS which is the presenting partner of SXSW Sydney’s Advertising and Marketing track.
The entrance to Tumbalong Park last year
Activations: ‘Last year, fun won’
Cahill: “The big one from last year was that people were a little bit serious and they need to be a little bit more fun. We know that last year fun won!”
Leading the fun activations last year was Suntory. Cahill noted they really nailed it with their lemons in the park and their giant vending machine.
“When we were looking at our word cloud of social media on day one and two, the top trending thing was Suntory.
“As much as people are there to learn about the future and AI and everything else that’s going on, they want to have some fun. And when people can showcase fun, it really comes to life well. So, Suntory are back once again and they’ll bring the fun.
“They’re going to bring back their new vending machine, which is awesome.”
“Also Defender, Jaguar, Land Rover are back. Last year they had an incredible activation a little bit off site in Machine Hall. This year they’re going to be activating in the park.
“From the media side, we’ve got our friends at ARN. They’re going to be activating the park, but they’re also doing the podcast stage as well which fits beautifully into their iHeart network.”
See also: SXSW Sydney 2024 reveals Tumbalong Park public program
Day and night districts
Cahill said they also have a little bit of Hollywood magic. “We’ve got Margot Robbie’s gin brand, Papa Salt. We did ask if Margot would come, but no such luck at this stage.
“Also from the media brand side of town, we’ve got our friends at the Growth Distillery and they’re going to be doing the Ideas Dome.”
For the conference this year, Cahill said the focus is very much on business during the day at the ICC.
“We have made the nighttime district around Chippendale and Broadway. We’ve got all our music and games all happening there as well as some screen activity.
“There are really night and day districts.”
For brands who have been thinking about an investment in SXSW Cahill had a tip. Start planning now. Booking activations ended about four months ago. “We have to lock them down no later than May.
“If you want to have an activation, we are really starting those conversations straight after the event to be honest. Positioning within the park is an important conversation.”
One new arrival this year is Chinese EV maker Zeekr.
“They’ve launched in the market,” said Cahill. “They’re owned by Geely, which is the parent company to Volvo.
“They’re going to showcase the car at SXSW. You can actually test drive the car at the event.”
We can’t reveal where this test drive track is because it would be a major spoiler. But being able to boast you’ve driven an EV around this part of Sydney will been a big attraction this year.
Snapchat House in 2023
Partners range from Prime Video, to WPP and Clear Hayes
Returning partners this year also include Prime Video which is taking over Fratelli Fresh again.
“Brand USA are also back, and they’re taking over the Pumphouse and they are ramping up the flavuors of all the different states that they represent. Last year there was an awesome Texas day. They will be doing to be doing all those good things again.”
Agency involvement ranges from giant WPP Group to boutique Sydney experts at marketing to marketers, Clear Hayes.
As to how ticket sales are trending for year two, Cahill said: “It’s on a similar pattern to last year and looks very strong at this point.” There is again strong interest from outside of Sydney too – from other parts of Australia and internationally. There will be a strong New Zealand presence this year.