Description
AGENCY:
CLIENT NAME: Sziget Festival
Campaign started: September 1, 2018
Campaign ended: August 13, 2019
Created at: July 22, 2019
BRIEF
Held in Budapest, Hungary, Sziget Festival is one of the top five music festivals in Europe. Total attendance across the seven days of the festival was 565,000 people in 2018 – with more than half of the audience coming from outside of Hungary.
Harvest managed paid digital media across Europe, with a goal of driving ticket sales to maximize profitability and keep within a strict CPA of €25 and an ROAS target of 3. We focused on 5 key markets: Hungary, UK, France, Italy and Germany with the remainder of the budget seeking out opportunities of demand in other markets.
STRATEGY:
The target audience of 16- to 34-year-olds are digital natives who are heavy users of multiple digital channels. This gave us the opportunity to integrate search with social channels that offer good coverage of young people, including Snapchat, Instagram Stories and Facebook.
Essentially our strategy was to engage our audience with upper-funnel video ads on social, supported by a highly targeted DR campaign on paid search.Creative used a mix of video from previous festivals to convey authenticity and excitement. Text overlays on the video delivered core information like bands playing (tailored by country by artist popularity), price offers, deadlines and countdown information. Ads were created in five local language variants.
Budget management was vital. We optimised spend early in the campaign to the markets most distant from Hungary. Then month by month, we moved the targeting closer, until in the week of the festival we were geo-targeting ads to the central station and airport in Budapest.Budget was also shaped to pay day in each country – and of course this varies from country to country. Awareness bursts were timed to pay day and special announcements, whilst always on activity was paid search and remarketing.
RESULTS:
Since starting work with Sziget in January 2018, we have sold 43,000 incremental tickets to the festival across 26 different markets with activity uncovering demand in previously un-targeted regions such as Malta and Israel.
Overall cost per sale was 56% below target.