Everything will start with a huge countdown billboard hanging in the middle of the city. Its purpose will be unknown and people will be curious. At the very end of countdown there will be a lot of people waiting what will happen. When the time will be out, there will be an event (e.g. short music event with stunning performance) which will clarify all the details and will give a bold message.
Which problem is solved by this idea?
Attracting attention, spreading information, making people talk about the event.
How does your idea solve the problem?
With a mysteriousness and secret event: they will be curious what is the purpose of the billboard and at the end of time there will be an event what will be something that people will at least expect.
Which measures are necessary to realize your idea?
Huge billboard with live countdown hanging in the middle of the city and animators, singers, dancers at the day of the event. + some technical equipment: hidden speakers for music etc.
What's the benefit for the target group?
At the day of the event people will be unexpectedly a part of the greatest party/show in the middle of the city and this will be something really special that will happen to them that day.