Québec Spectacles
Digital campaignBack to projects
Part of the post-pandemic economic revitalization effort was dedicated to the revival of performance venues in the centre of Quebec City. To contribute to this revitalization, Imédia launched a digital campaign in November 2022 promoting a "buy one, get one free" ticket deal at participating venues.
Québec Spectacles
However, we faced the challenge of reframing the overused "2 for 1" concept in our messaging to uphold the value of performing arts. Inviting a friend, colleague, or family member for a night out as a twosome proved to be a clever, positive, and more comprehensive solution than simply emphasizing the savings on the price of a ticket. Therefore, we adopted this approach, both in the main slogan and in multiple variations, to meet the campaign's objective: drive ticket sales within a set period of time.
On sort ensemble? (Want to go out?) was launched as a familiar invitation to culture enthusiasts living in central Quebec City and the surrounding areas. The well-known expression referenced both the innocent romance of our first loves and an activity to do outside the home, making it perfectly suited to reach the target audience. Our ideation focused, among other things, on the expression "go out," evocative of its various meanings in this context: going out is a lifestyle, a state of mind, a place, an invitation.
The artistic team drew inspiration from the call to action to identify places that Quebec City lovers see as iconic and that would appeal to audiences of all ages. In the photos, cardboard cutouts obscured faces to focus attention on the message. We used a romantic serif typography to complement the campaign's warm and cozy tone.
To ensure we specifically reached occasional consumers of culture, we combined two digital initiatives: placements on Meta and Google Display to maximize our advertising reach, and geofencing placements on Propulso to target culture-consuming users who were already at a venue where a performance was being held.
The results exceeded our expectations: all tickets were sold out within the first few hours of the 48-hour campaign. The advertising campaign resulted in ticket purchases for 4,603 users, while 31,848 people visited the website to learn about the promotion. This represented a 2,857% increase in traffic compared to the average traffic recorded on the site. The campaign provided an excellent return on investment based on the budget: over 515,490 advertising impressions were generated from an advertising budget of approximately $2,000 for digital campaigns.
On sort ensemble? saw similar success the following year, with tickets selling out in just four hours.
