Moon Dial: +6684
Event Marketing, Creative Direction & Community Experience
Overview
Moon Dial: +6684 was a Mid-Autumn acoustic night presented by IAE Global Canada in collaboration with Larb Muang, a Thai restaurant in Toronto.
Designed for Vietnamese students and young professionals, the event combined live music, karaoke, food, games, and networking to help attendees form new connections and create new Mid-Autumn memories in Toronto.
Date: September 25, 2026
Venue: Larb Muang, Toronto
Attendance: 42 guests, reaching full venue capacity
Activation Period: 9:00 PM to 2:00 AM
Contact Capture Rate: 100%
Within Canada’s Vietnamese international education market, competitors such as Yes Study had built strong brand visibility through networking initiatives, community events, and large-scale entertainment experiences such as YES CONCERT.
Competitive Context and Marketing Challenge
These initiatives raised audience expectations for education consultancies to connect with students beyond traditional service promotion. iaeGLOBAL needed a distinctive community experience that could strengthen competitive brand awareness, attract the right audience, and remain achievable within a smaller venue and budget.
Rather than competing through scale, Moon Dial: +6684 focused on intimacy, cultural relevance, and participation. The event used music, food, and shared activities to create closer interactions between iaeGLOBAL and its target community.
Objective
The campaign aimed to:
Strengthen IAE’s relationship with Vietnamese students in Toronto
Create a culturally relevant Mid-Autumn experience
Increase awareness of iaeGLOBAL and Larb Muang
Capture audience contact information for future email marketing
Generate customer traffic during a typically quieter operating period
Deliver an engaging experience within a limited venue capacity
Target Audience
The event targeted Vietnamese international students and young professionals aged 18 to 26 in Toronto who were:
Living away from family during Mid-Autumn
Interested in music, food, and casual social experiences
Looking to connect with the local Vietnamese community
More responsive to approachable experiences than formal networking events
My Role
I contributed across event strategy, creative direction, campaign promotion, and experience planning.
Event Concept: Helped develop the event name, theme, positioning, and overall guest experience.
Creative Direction: Created a cosy but elevated Mid-Autumn visual direction and designed social, promotional, and special-menu assets.
Campaign Content: Produced event announcements, activity reveals, countdowns, calls to action, and post-event storytelling.
Program Planning: Developed the run of show, event timeline, performance flow, games, and audience activities.
Audience Engagement: Planned karaoke, song requests, raffles, voting, trivia, prizes, and promotional offers.
Strategic Approach
Framework
The strategy used cultural relevance and shared experiences to make IAE feel more approachable and connected to student life.
Rather than recreating Mid-Autumn through nostalgia alone, the campaign helped Vietnamese students build new memories, friendships, and traditions in Toronto.
Music, food, and audience participation transformed a familiar cultural occasion into a contemporary community experience.
Key Areas of Work
Brand Identity and Creative Direction
Developed the Moon Dial: +6684 identity around moonlight, music, and shared celebration. A flexible palette of deep wine red, warm brown, and midnight blue, paired with cream accents, expressive editorial typography, soft glows, and film-inspired imagery, created an intimate yet elevated Mid-Autumn nightlife aesthetic.
Event Program and Run of Show
Structured the guest journey from registration and soundcheck to live performances, karaoke, games, prizes, and closing. The program balanced entertainment, audience interaction, contact capture, and partner visibility.
Audience Engagement and Contact Capture
Developed activities that encouraged participation while supporting IAE’s marketing objectives:
Check-in raffle: Collected attendee email addresses for IAE’s audience database
Acoustic karaoke challenge: Encouraged guests to perform and participate
Song requests: Allowed attendees to shape the music experience
Voting and trivia: Sustained engagement between performances
Prizes and offers: Included complimentary desserts and 20% discount vouchers
Partnership Integration
Connected IAE’s community objectives with Larb Muang’s business goals through co-branded promotion, a special event menu, prizes, discount offers, and on-site activities.
The collaboration gave IAE direct access to its target community while introducing new customers to Larb Muang and encouraging future visits.
Business and Community Impact
42 attendees and full capacity: Maximized the venue’s available capacity.
$150 to $200 average table spend: Turned a typically quieter period into a strong revenue opportunity for Larb Muang.
100% contact capture rate: Added 42 audience contacts to iaeGLOBAL’s database for future events and communications.
New customer exposure: Introduced attendees to Larb Muang’s menu, offers, and dining experience.
Repeat-visit potential: Discount vouchers encouraged customers to return after the event.
Community value: Created a welcoming space for Vietnamese students to form connections and build new Mid-Autumn memories in Toronto.
More of My Works (Event Recap & Menu Design)
