Late into happiness

Between Turandot and Frozen

The Opera Leipzig entertains people in east Germany and beyond for many years now. The repertoire covers everything from opera and ballet, but also contains comic theatre or musicals and has a lot to discover for our younger ones as well. To bring people into the right mood for Christmas, Opera Leipzig staged eight performances of its winter revue in December this year. Hosted in its second venue, the "Musikalische Komödie" ("musical comedy"), the winter revue took really everybody onto an exciting journey between reality and fiction and reminds of Charles Dickens, "Turandot" and "Frozen".

One campaign for eight events

The winter revue with the title "Late into happiness" (German original: "Mit Verspätung ins Glück") was performed eight times in total within 12 days in December. The premiere took place on December 10. The Opera Leipzig set up one single campaign to promote all of the events. The marketing message was based on the keyword recommendations from the platform and the ads were run on Facebooks advertising network.

The difference that matters

The results of the campaign were not outstanding but they definitely showed that the cooperation with Future Demand payed off. The attendance for every performance could be increased by 8% on average, which is rather at the lower end of what our platform is able to achieve, but still can make a big difference whether an event is perceived as successful or not. And investing a low 4-digit advertising budget, the Opera Leipzig still achieved a convincing return on the ad spend of more than 5:1 in ticket revenue compared to advertising cost. This should have brought the executives at the Opera house into the right Christmas mood as well.