The 360° event was meant to be the high-point of the 6-month long integrated communication campaign of Mobitel, the leading Slovenian provider of advanced mobile telecommunication solutions.

We organised the “Itak Džafest” festival, a big concert hosting the American indie band The Killers, as well as renowned Slovenian bands. Our goal was to organise the biggest open-air concert ever held in Slovenia at a unique concert venue in the Slovenian capital, Ljubljana. At that time, there was no suitable concert venue in Slovenia for more than 10,000 people and many of planned concerts were cancelled due to realization problems. The only option in Ljubljana for such a concert was the hippodrome in Stožice, though no organizer had ever used it for a concert before because it lacks the majority of the infrastructure needed. We were the first to succeed (in the past, the biggest music event gathered a max 8,000 people). The DJs Dan D, NON and RDYO warmed up the audience before the stars of the evening took over the stage.

The majority of the target audience was still part of the school system and the weeks approaching the end of the school year are the best for organising special events. We set the date as 7th June 2009. Also we had to attract an extremely demanding and price-sensitive target group, which always looks for opportunities for self-expression.

We launched the Itak.si website as an integral marketing and communication platform, based on high-value content delivery on happening.Itak (Dogaja.Itak) – editorially selected events listings.

Our goal of organising the biggest open air concert in Slovenia was achieved and the event gathered more than 30,000 people. With that, we started building a long-term relationship with the relevant public – the youth segment. We became a trend-setter and an advanced and comprehensive provider of entertainment.