The Phantom of the Opera

Artistry

Case Study

March 2005

Contents

Background Objectives Solution Event Details Event Values Target Audience Strategy Results for Artistry Insights

Background

The Promoter– Services include securing sponsorship rights to

pre-existing events and working with clients to gain maximum marketing value from the sponsorship

Artistry– World-class cosmetic brand under Amway– Sales started in 1989 and brand launch in China

market from 2004 – Leverage brand positioning in art, lifestyle

Objectives

Hospitality

Artistry’sMarketingObjectives

Drive Sales

Build Prestige Image

Connect toCustomers

Brand Awareness

Solution

The solution:

Rationale Brand Awareness

– Potential of up to 204,000 attendees over 3 months– Massive media coverage for two months– Comprehensive media (TV, radio & print) package for two months– Marketing collateral for 8 months

Prestige Image– Phantom, world-wide famous musical with many world rewards premium events in China – Set in Shanghai Grand Theatre – China’s most prestigious venue

Connect with customers– Phantom is romantic and magnificent, and captures the consumers’ emotions– Phantom provides a platform for consumer’s to connect with brand equity and interact

with the products in a emotional way. Hospitality

– Can use to entertain government, clients from all China region and drive sales– Have the privilege to invite the cast for money can not buy experience– Provide incentives for sales staff and maximize employee motivation and pride

Drive sales– Drive sales via Phantom merchandise – New product launched named “Christine’s Choice”– Regular lectures with products and musical knowledge– China wide make-up competition

Event Details

Phantom is a Broadway Musical, created by Andrew Lloyd Webber

First visit to China/Asia First time that a musical had a 3 months long

season, 96 performances in China Shanghai Season exclusive in China: 18

Dec,2004 to 12 March,2005 (Cover a range of festivals)

Venue: Shanghai Grand Theatre

Event Values

Prestige International Magnificent Meaningful Romantic Long lasting

Target Audience

Artistry’s Target consumers– 28-40 years old female

– Middle to Upper class

– Desire for high standard of life

Phantom attracted:– Cultured, eager to learn new things and

desire for modern life style

– White collar

– Mid to high disposable income

Event Details

Production Company: Really Useful Group Event Promoter: Shanghai Grand Theatre Sponsorship Agency: Frontiers Group Title Sponsor: Artistry Supporting Sponsor: Shanghai Pudong

Development Bank Credit Card Center (SPDBCCC)

KPMG

Malaysian Airlines

Event Details

Sales promo

Marketing rights

PR & Media

On ground management

Branding

Merchandising

Rights negotiation

Strategy

Hospitality

Merchandise

PR Online

Promotion

Media

Phantom

Press conferences

Strategy – Press conference

July 04

Oct 04

Dec 04

- First: Title sponsor announcement

- Second: New products launch announcement

“Christine ‘s Choice”

- Third: Presenting products as gifts to all Phantom cast during Shanghai season

Strategy - Media

Phantom/Artistry TVC– 30 seconds (10 second Artistry Billboard)– Aired more than 2000 times across 7 Shanghai stations

(including Dragon TV with national coverage)– Aired 2000 times in major Grade A office building across

Shanghai

Phantom/Artistry Radio Ad– 30 seconds – Aired above1000 times across 6 Shanghai stations

Strategy - Media

PR Push campaign in newspapers and magazines to build event awareness along timeline of the press conference and show marketing focus

Strategy – Significant outdoor billboards

Billboards – more than 3 months

Strategy – Outdoor posters

FRONTIERS GROUP

Strategy – Street and high traffic subways

Shanghai Street light box Shanghai Subway light box

Strategy – Outdoor and ticket outlets

Street Flag

Kodak outlet

Leaflet in booking office and hotel

Strategy - PR

Internal interview published

on Artistry magazine for six

months with different topic relating to sponsorship

Regular lectures for public incorporated Phantom performance information with Artistry product knowledge

Strategy - PR

Strategy - PR

Leading cast visit Artistry and meeting with media

China National Make-up competition

Strategy - PR

Strategy – On ground at theatre

Promotion in Shanghai Grand Theatre

Strategy – consumer interaction

Lucky draw promotion relating to product and show through major fashion magazine

Strategy – Sales promotion

“Christine’s Choice” launched

Strategy - Online

Phantom Official Website to link to Artistry

Strategy - Online

From Amway Website

Strategy - Merchandise

Strategy - Hospitality

Cast group photography

Leading cast attend Artistry function

ROI -- Based on Media and Collateral value

alone, ROI was calculated as 500%

8-month Sales Promotion platform 204,000 targeted consumers

– Brand exposure– Driven sales– Product linked to event values

Client relations– Hospitality program– Position the brand as a “art oriented”

image

Market Leadership– Unique and powerful marketing

programs

Results for Artistry

Implications

Lead the market Link your brand to events that reinforce your

brand values Cut through the clutter and be differentiated Go to where your customers are Take advantage of rising industries and

untapped space Communicate with multiple stakeholders Connect with customers at an emotional level High media value and high ROI

POWERFUL LEVERAGE PROGRAMPOWERFUL LEVERAGE PROGRAMPOWERFUL LEVERAGE PROGRAMPOWERFUL LEVERAGE PROGRAM

BrandBrand

ArtistryArtistry

PropertyProperty

PhantomPhantom

The Power of Event Marketing

DEEP AND EMOTIONAL DEEP AND EMOTIONAL CONNECTION WITH THE CONNECTION WITH THE TARGETED CONSUMERSTARGETED CONSUMERS