AGENCY: Harvest Digital
CLIENT NAME: Sziget
Campaign started: 11/01/2021
Campaign ended: 08/31/2022
Created at: September 5, 2022
Sziget is Hungary’s biggest music festival and one of the ten largest music festivals in the world. This would have been the fifth time we
have promoted the festival, but of course the pandemic caused cancellations in 2020 and 2021.
As before, our brief was to drive online sales throughout Europe and achieve the best return on marketing investment. Alongside the loss of momentum from previous festivals being cancelled, we also had to cope with a very disrupted travel landscape in Europe.
Our core strategy remained the same as in previous years – using hyper-personalised creative to deliver a stream of messaging with a mix of news (headliner announcements) and early bird ticket offers to prompt purchase.
As previously, we found shaping media spend to pay days (which of course are on different days across Europe) was an important win in terms
However, concerns about the lingering effects of the pandemic and particularly its impact on travel led to a finessing of our strategy:
* Focus on ten key markets in Europe
* Budget held back to drive last minute purchases, particularly in Hungary
* Ratio of awareness to direct response activity more aggressively favoured bottom of the funnel activity that would drive sales
In 2019, Sziget had its second largest attendance at 530,000 people across seven days. The 2022 festival was a day shorter, but the average daily attendance was higher with a total attendance of 452,000, which was a fantastic result.Top line results from the activity were extremely strong – we raised EUR5.3m in revenue from ticket sales driven purely by online media.
This equated to a return on advertising spend of 7.9 against a target of 3.