New Zealand’s art shows typically rely on traditional advertising and existing audience lists for sales but we knew this was an expensive and dated approach. Art In The Park wanted to challenge this with a digital approach that heroed the art, the venue and was accessible to all.
Our team created a mobile and video-first digital strategy that seamlessly blended performance advertising with industry-leading creative to achieve unheard-of returns on investment. Double took ownership of all digital activity, from brand identity and new website to shooting ad content and managing all media spend. As always, everything had a foundation of solid tracking and analytics.
An event of beautiful art should have beautiful advertising, but with this as the first year we had no content. We recreated the look and feel of the show in a local gallery to create shot for purpose content. The results were stunning images that we used across the website, social ads and were featured on Stuff and the NZ Herald.
This creative was used in conjunction with thumb-stopping, animated ads on social to drive sharing of the event. With over 30 unique video and photo ads our behaviour-based ads funnel worked to drive ticket sales and engagement.
We discovered that 80% of users would find out about Art In The Park through mobile ads. Knowing traffic would come through mobile first, we designed an experience using mobile best practices. This leaned into a sleak design across mobile and desktop.