The Challenge
DNRG gladly accepted the challenge of working with Ashton Gate to help them successfully launch their first ever BS3 Live concert at Ashton Gate Stadium on Saturday 22nd June 2024 along with hosting Kings of Leon on Sunday 23rd. With this being the first ever BS3 event we faced the challenge of having to engage & capture an entirely new audience of concert goers. Whilst the artists headlining the concert had their own fan bases, we needed to appeal to a wide & varied audience who wanted to attend the entire 1 day festival of music. Another consideration was that the headline acts were HUGE stars, but predominantly back in the mid to late 2000’s, so we had to reintroduce these artists to a whole new audience & get them to engage & buy into BS3 Live.
We went slightly further afield with our geo targeting for Kings of Leon, given the popularity of the band. We needed to utilise previous sales data, look at how far people were willing to travel and encourage them to make the trip on a Sunday down to Ashton Gate. Expectations were higher for KOL given their status, so the pressure was on to deliver a packed out stadium!
Our primary objectives were;
- Educate & engage a new audience
- Raise awareness of BS3 Live & Kings of Leon concert
- Boost website traffic & site engagement
- Drive ticket sales & maximise ROAS
- Win new, long-term audiences
To achieve these goals, we needed to segment our audiences, understand the specific motivators for every artist’s fan groups, and drive engagement through carefully crafted bespoke campaigns across multiple Paid Media channels.
Our Strategy
Audience Segmentation
Campaign Execution
First-Party Data & New Audience Acquisition
The Results
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Individual Ads
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ROAS Achieved
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