the phantom of the opera artistry case study march 2005
TRANSCRIPT
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The Phantom of the Opera
Artistry
Case Study
March 2005
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Contents
Background Objectives Solution Event Details Event Values Target Audience Strategy Results for Artistry Insights
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Background
The Promoter– Services include securing sponsorship rights to
pre-existing events and working with clients to gain maximum marketing value from the sponsorship
Artistry– World-class cosmetic brand under Amway– Sales started in 1989 and brand launch in China
market from 2004 – Leverage brand positioning in art, lifestyle
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Objectives
Hospitality
Artistry’sMarketingObjectives
Drive Sales
Build Prestige Image
Connect toCustomers
Brand Awareness
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Solution
The solution:
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Rationale Brand Awareness
– Potential of up to 204,000 attendees over 3 months– Massive media coverage for two months– Comprehensive media (TV, radio & print) package for two months– Marketing collateral for 8 months
Prestige Image– Phantom, world-wide famous musical with many world rewards premium events in China – Set in Shanghai Grand Theatre – China’s most prestigious venue
Connect with customers– Phantom is romantic and magnificent, and captures the consumers’ emotions– Phantom provides a platform for consumer’s to connect with brand equity and interact
with the products in a emotional way. Hospitality
– Can use to entertain government, clients from all China region and drive sales– Have the privilege to invite the cast for money can not buy experience– Provide incentives for sales staff and maximize employee motivation and pride
Drive sales– Drive sales via Phantom merchandise – New product launched named “Christine’s Choice”– Regular lectures with products and musical knowledge– China wide make-up competition
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Event Details
Phantom is a Broadway Musical, created by Andrew Lloyd Webber
First visit to China/Asia First time that a musical had a 3 months long
season, 96 performances in China Shanghai Season exclusive in China: 18
Dec,2004 to 12 March,2005 (Cover a range of festivals)
Venue: Shanghai Grand Theatre
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Event Values
Prestige International Magnificent Meaningful Romantic Long lasting
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Target Audience
Artistry’s Target consumers– 28-40 years old female
– Middle to Upper class
– Desire for high standard of life
Phantom attracted:– Cultured, eager to learn new things and
desire for modern life style
– White collar
– Mid to high disposable income
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Event Details
Production Company: Really Useful Group Event Promoter: Shanghai Grand Theatre Sponsorship Agency: Frontiers Group Title Sponsor: Artistry Supporting Sponsor: Shanghai Pudong
Development Bank Credit Card Center (SPDBCCC)
KPMG
Malaysian Airlines
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Event Details
Sales promo
Marketing rights
PR & Media
On ground management
Branding
Merchandising
Rights negotiation
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Strategy
Hospitality
Merchandise
PR Online
Promotion
Media
Phantom
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Press conferences
Strategy – Press conference
July 04
Oct 04
Dec 04
- First: Title sponsor announcement
- Second: New products launch announcement
“Christine ‘s Choice”
- Third: Presenting products as gifts to all Phantom cast during Shanghai season
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Strategy - Media
Phantom/Artistry TVC– 30 seconds (10 second Artistry Billboard)– Aired more than 2000 times across 7 Shanghai stations
(including Dragon TV with national coverage)– Aired 2000 times in major Grade A office building across
Shanghai
Phantom/Artistry Radio Ad– 30 seconds – Aired above1000 times across 6 Shanghai stations
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Strategy - Media
PR Push campaign in newspapers and magazines to build event awareness along timeline of the press conference and show marketing focus
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Strategy – Significant outdoor billboards
Billboards – more than 3 months
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Strategy – Outdoor posters
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FRONTIERS GROUP
Strategy – Street and high traffic subways
Shanghai Street light box Shanghai Subway light box
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Strategy – Outdoor and ticket outlets
Street Flag
Kodak outlet
Leaflet in booking office and hotel
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Strategy - PR
Internal interview published
on Artistry magazine for six
months with different topic relating to sponsorship
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Regular lectures for public incorporated Phantom performance information with Artistry product knowledge
Strategy - PR
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Strategy - PR
Leading cast visit Artistry and meeting with media
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China National Make-up competition
Strategy - PR
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Strategy – On ground at theatre
Promotion in Shanghai Grand Theatre
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Strategy – consumer interaction
Lucky draw promotion relating to product and show through major fashion magazine
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Strategy – Sales promotion
“Christine’s Choice” launched
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Strategy - Online
Phantom Official Website to link to Artistry
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Strategy - Online
From Amway Website
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Strategy - Merchandise
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Strategy - Hospitality
Cast group photography
Leading cast attend Artistry function
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ROI -- Based on Media and Collateral value
alone, ROI was calculated as 500%
8-month Sales Promotion platform 204,000 targeted consumers
– Brand exposure– Driven sales– Product linked to event values
Client relations– Hospitality program– Position the brand as a “art oriented”
image
Market Leadership– Unique and powerful marketing
programs
Results for Artistry
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Implications
Lead the market Link your brand to events that reinforce your
brand values Cut through the clutter and be differentiated Go to where your customers are Take advantage of rising industries and
untapped space Communicate with multiple stakeholders Connect with customers at an emotional level High media value and high ROI
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POWERFUL LEVERAGE PROGRAMPOWERFUL LEVERAGE PROGRAMPOWERFUL LEVERAGE PROGRAMPOWERFUL LEVERAGE PROGRAM
BrandBrand
ArtistryArtistry
PropertyProperty
PhantomPhantom
The Power of Event Marketing
DEEP AND EMOTIONAL DEEP AND EMOTIONAL CONNECTION WITH THE CONNECTION WITH THE TARGETED CONSUMERSTARGETED CONSUMERS