Launch a musical creatively and effectively
Stage Entertainment wanted to leverage the success and recognition of the film Pretty Woman in a radio and TV campaign to achieve rapid growth in brand awareness and successful ticket sales.
For the introduction of the musical in the Netherlands, Stage Entertainment had developed a multi media campaign with Robert ten Brink, based on the introduction in England and Italy. They wanted to test and optimise these ads at very short notice before the campaigns went live.
"Great to have gained valuable insights into the drivers and barriers with this research, which we can immediately turn into concrete optimisation of our campaign." - Marketing Director
Research set-up
Because it involved preferences, the different ad versions were first tested quantitatively. Subsequently, 5hellos sessions zoomed in on the underlying motivations in both the TV and radio ads.
The 5hellos sessions covered the following aspects:
- Overall grade and why
- Discussion of likes and dislikes
- Preference of the 3 versions
- Chance to look up information about the musical
Expert moderators Sylvie and Tess delved into the quantitative survey to zoom in on participants' preferences. Then they divided the TV commercial into parts to quickly find out which scenes resonated best and why.
Insights and report
In a short and concise report aimed at optimising the campaign, the 5hellos team captured the outcomes.
- The emotions of the Pretty Woman film could be brought out even more strongly in the musical campaign. The 'sultriness' of the film could be utilised even more.
- Robert ten Brink's voice is loved by many, but not recognised by all, partly due to the audio mix of voice and music.
- By changing scenes less quickly, the romantic storyline can be built up more clearly.
The Stage Entertainment team was able to immediately work on the adjustments to launch the campaign within a few days.
Want to learn more about how 5hellos can help you successfully launch a campaign? Let's talk.