Our Jordan

01

The Kickoff

After national blockbusters, TEC Entertainment asked us to visualize their first truly regional production. The goal was full theaters in and around Amsterdam and especially weekday evenings selling smoothly. Break even was around 85 percent sold before the premiere, so we had to hit the mark right away.

02

The Game Plan

The campaign started months before the premiere. With our MediaAAAA activation strategy, we deployed a layered mix of channels. TV provided quick reach with a cost-effective stopper package at Ster. Digital precision came via Smart Location Targeting around theaters, complemented by programmatic and retargeting to capture lookalikes and purchase intent. On social, we brought emotion and experience with videos and short formats in which the music and Diederik Ebbinge as narrator were central. Audio via Spotify and podcasts literally put the bel canto tone in the ears of the target group. Thus we moved step by step from familiarity to desire and on to direct action via a simple action page.

Two weeks before the premiere, we gave awareness an extra boost with an eye-catching PR moment. A living Johnny Jordaanplein appeared on the Kaasmarkt in Purmerend, complete with street sign and sing-along moments. The aftermovie went wide into the world via cast and channels and ensured press and public visibility.

03

The Score

The campaign delivered broad visibility and measurable sales. We achieved millions of contact moments and more than a hundred thousand visits to the landing page. Even before the premiere, more than 85 percent of tickets were sold and the entire tour sold out, with more than 10 additional performances. The production was rewarded with 10 nominations and 3 Musical Awards. And our integrated approach was awarded the 360° Activation Award at the Shopper Marketing Awards 2025!

More importantly. We proved that hyperlocal precision can tilt weekday sales and that a thoughtful mix of PR, TV, social, programmatic and audio contributes directly to brand preference and ticket sales. TEC Entertainment extended the partnership. We are again on hand for the revival.

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