TRANSFORMING BALLET INTO A BLOCKBUSTER EVENT
San Francisco Ballet
Nutcracker
Capabilities
Creative
Design
Media
Production
Strategy
PROBLEM
As COVID restrictions eased and consumers in the Bay Area started looking for live events to attend, ballet wasn’t on their radar. Only 5% of consumers believed that the San Francisco Ballet was for them.
OUTSIDE-INSIGHT
To be in culture, you have to let go of being cultured.
SOLUTION
Bigger Than Ballet – a platform that broke SF Ballet out of the category tropes and placed it at the center of culture; demonstrating how a night at the ballet is akin to going to a blockbuster movie, concert, play, sporting event, and art show, all in one. A must-see event, with something for everyone.
MEDIUM
We maximized our impact across San Francisco by leveraging mediums such as movie trailers and movie posters to show up like a blockbuster event across OOH, and with contextually relevant digital partners such as Fandango.
OUTSIZED IMPACT
Nutcracker sales were a blockbuster success with the highest ticket revenue in the history of SF Ballet, reversing two years of pre-pandemic declines. We were able to attract 58% new-to-SFB attendees and generate a return on ad spend of 635%.
MORE WORK
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