Generate grand hype for a pop icon’s concert
Ariana Grande at Yas Island, Abu Dhabi, 2015
Services involved: Online and On-Ground Catalysts, Travelling Pop-Up Activations (Yas Waterworld, Beats on the Beach, major University campuses), Merchandise Production
THE CHALLENGE
December is a busy time of the year in the UAE, packed with a full schedule of events and concerts.
We conducted 10 informal interviews with young concert-goers in Dubai. For them to convert, they need to
Know about a concert and details (artist, date, price) ahead of time,
See interest from peers to attend the concert (group plans),
Save up and budget to purchase tickets,
Planning the AD trip (transport/stay)
Our goal: Break through the noise and create hype for one of the world’s biggest pop stars coming to Abu Dhabi, Ariana Grande (and increase sales) - online and on the ground where AG fans live.
Secondary objectives: Get the audience to enter a competition to win a package (concert, hotel stay, uber rides).
IMPLEMENTATION
Using #ArianaGrandeUAE, we followed a simple mechanic (travelling frames & pop-ups) and an effective social strategy: Find Catalysts who are AG fans, get them to spread the word, and encourage people to enter the Instagram competition.
Since they were AG fans, our Catalysts went above and beyond, getting AG songs played on campus radio, doing their friends’ hair in classic AG style (high straight pony), and singing AG on campus.
Travelling frames on campus
Catalysts were activated across 8 UAE campuses (American University of Sharjah, University of Wollongong Dubai, Middlesex University Dubai, BITS Pilani College Dubai, NYU Abu Dhabi, Heriot Watt University Dubai, Manipal University Dubai, GEMS World Academy, Al Barsha, Dubai). A photo booth pop-up at Yas Waterworld and Beats on the Beach provided a larger reach among the target audience.
IMPACT
THE NUMBERS
Total impressions (online and offline): ~250,000
Total entries for the Instagram competition: 1830
Direct conversations on the ground with specific target audience: 1021
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