The Book of Mormon Mega Wrap
Overview of this campaign
The objective of the execution was to make a grand announcement that The Book of Mormon was coming to Sydney on the 28th of Feb 2018, and to pre sell a large amount of tickets prior to the first ticket release to the public.
The combination of the wrap and the stickers throughout the entire publication was to create awareness, hype and excitement that this world class show was coming to Sydney. We worked closely with the agency & client to use a code word for Sunday Telegraph readers to purchase tickets prior to the general public. This was to create urgency and drive ticket sales prior to the show opening and for The Sunday Telegraph reader to be the first in Sydney to purchase tickets to the show
The Global producer came out from the UK to meet with us and for us to present our unique eye catching concepts. This involved working very closely with our Sunday Telegraph editor, Mick Carroll, and our creative department, to offer and deliver a unique integrated execution for the producer that would deliver the impact they required for the Sydney announcement.
Results for this campaign
On the day of release it not only drove an increase of ticket sales, it also was picked up socially and through theatre websites to increase sales of The Sunday Telegraph for the sole purpose of purchasing pre-sale tickets to The Book of Mormon (see attached for examples).
The Sunday Telegraph also ran a review of the musical in Insider on the same day, along with an online story and a social post promoting the presale opportunity for Sunday Telegraph readers. There was also a story on Robert Lopez, the man behind the music of The Book of Mormon that ran in Stellar (gloss mag inserted into Sunday Telegraph) on the same day.
To quote directly from the public press release on 6 Sep:
THE BOOK OF MORMONS SETS A RECORD FOR BIGGEST OPENING SALES IN SYDNEY Yesterday The Book of Mormon, Broadway’s hit musical written by Trey Parker, Matt Stone and Robert Lopez, set a record for the highest grossing on-sale of any musical theatre production in Sydney’s history. By the end of the first day of public sales on Tuesday 5 September, The Book of Mormon had sold more than 45,000 tickets with a value of over $5,000,000.
This media release was in relation to all sales, however the Sunday Telegraph execution contributed highly to these results based on feedback from the producer and the agency.
The producer was extremely happy with the results and the support from The Sunday Telegraph, with the mega wrap and editorial integration of the stickers throughout the book, along with the supporting editorial in paper, online and across our social platform.