Marketing
Our working relationship with Levels developed over several years, beginning in early 2015 with the promotion of an international performance by Sick Individuals at the club. This event marked the starting point of a broader collaboration focused on supporting Levels’ international bookings and positioning within Bangkok’s nightlife scene.
Following this initial project, we continued to work closely with the club on marketing support for a series of international DJ appearances through to late 2018. Our involvement centred on promoting headline shows, communicating artist lineups to the right audiences, and supporting visibility for Levels as a venue hosting recognised international electronic music acts. Over this period, the partnership reflected a consistent focus on aligning marketing activity with the club’s international event strategy.
Campaign Context
Levels operated on a high-frequency international booking schedule, hosting international DJs on a weekly basis every Thursday. Each event required clear and timely promotion, creating a long-term marketing environment where consistency was important, but repetition needed to be carefully avoided.
The primary challenge was maintaining audience interest across a recurring weekly format. Using the same creative approach repeatedly risked fatigue, even when the artists themselves changed. To address this, each campaign required thoughtful variation in creative direction, post formats, announcement timing, and messaging style, while still maintaining clarity and recognisable structure for the audience.
This approach ensured that individual events felt distinct and relevant, despite being part of an ongoing weekly series, allowing marketing activity to remain effective across an extended period of international bookings.
Media Rollout
Promotion for Levels was centred around EDM Addicts, which served as the primary platform for communicating weekly international events to a highly targeted electronic music audience in Thailand. This allowed each campaign to reach users who were already actively following club nights and international DJ appearances.
For every event, Levels provided confirmed event details and official artwork in advance. Using these materials, we structured weekly campaigns that included event announcements, artist-focused posts, reminders closer to the event date, and supporting story content to maintain visibility throughout the week. Posting schedules and content formats were adjusted based on timing, artist profile, and audience response to previous events.
This structured weekly rollout ensured that each international show received clear exposure while allowing flexibility in presentation. Over time, this approach supported consistent communication without relying on identical layouts or messaging, even within a recurring Thursday event cycle.
Campaign Tools and Implementation
Marketing for Levels relied on a repeatable set of campaign tools adapted for a high-frequency event schedule. Core activity included the use of event artworks, paid advertising, and ticket giveaways, each deployed strategically to support weekly international bookings rather than treated as standalone promotions.
Custom artworks were used to clearly communicate artist information and event details, while paid advertising supported reach beyond organic audiences, particularly for higher-profile international acts. Giveaways were introduced selectively to encourage interaction and maintain audience interest across consecutive weeks without overusing the same engagement format.
Given the volume of international DJs appearing each week, careful coordination was required to track upcoming artists, confirm timelines, and ensure marketing activity remained accurate and timely. Campaign execution focused on presenting each event clearly and distinctly, while maintaining a consistent structure that audiences could easily recognise across an ongoing series of Thursday nights.
Campaign Results
The partnership with Levels continued over a four-year period, reflecting consistent collaboration and sustained marketing support for the club’s international events. Throughout this time, regular promotion of weekly international shows contributed to ongoing visibility and audience engagement within Bangkok’s electronic music scene.
In late 2018, Levels made a strategic decision to discontinue international bookings, which brought the marketing collaboration to a close. Until that point, marketing activity remained continuous and aligned with the club’s event direction, marking the end of a long-term partnership following a completed phase of international programming.
Results
Some event nights performed more strongly than others, with attendance naturally varying depending on the featured DJ. Despite this variation, Thursday nights consistently attracted a solid crowd relative to the midweek time slot, indicating effective audience targeting.
Over time, repeated international bookings and consistent promotion contributed to a growing presence of electronic music fans at Levels on a weekly basis. This demonstrated that the campaigns were reaching the intended audience and reinforcing the club’s positioning as a regular destination for EDM-focused events during that period.
