Results and Effectiveness

Not only were we able to stretch the media budget from 2 to 9 months, we achieved WICKED results! Record-breaking sales •Advance ticket sales before the show opened was +40% higher than The Lion King, and sales of Wicked surpassed The Lion King by +12% Strategic partnership reaped high ROI •For every dollar we spent, we garnered $2 worth of ad space which is beyond their contractual entitlements Gained Wicked Enthusiasts •On Facebook alone, 7,300 people were talking about it by the time the show opened, with an additional +150% people talking about it after the show ended

Creative Execution

In addition to paid tactical advertising during specific promotional periods (Early bird/in-season), to aid the urgency of ticket sales, we also tapped onto the marketing and editorial teams within Straits Times: • Content stories (education/human interest angles) are driven editorially during typically lull periods (after early bird, before season) to educate the readers • Co-promoted contest to give away tickets, and drive word-of-mouth organically once the show opens Fluid and smart scheduling between both paid and earned media ensured that we were able to sustain the momentum across the 9- month period. The Straits Times got so involved in Wicked, they even ran a Junior Page ad to congratulate the show on its closing day! FREE-OF-CHARGE!

Insights, Strategy and the Idea

We faced huge challenges on an audience, category and brand level: a) Performance/musical enthusiasts made up less than 10% of total population b) The local musical scene is still in the infancy stage c) Low awareness level, only 36% surveyed respondents were familiar with Wicked With a budget for 2 months, our goal was to fill the theatre of 2,155 patrons, 8 shows a week, for 20 weeks, equivalent to a conversion rate of 92%! Insights from our previous musical experience - Familiarity breeds purchase consideration. The more they see or hear about it, they are more likely to be persuaded to watch the musical. Our strategic approach was to strike an exclusive partnership with Singapore Press Holdings, a media powerhouse that owns multiple media platforms. The partnership delivered optimal reach against our audience, familiarizing them with Wicked through the showcase of exclusive content over the 9 months.