Agency: BSSP

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.

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.

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%.