Primavera Sound 2023: Only At Primavera

We have been working with Primavera Sound festival since 2019. In 2023, we teamed up again to launch a high impact social content and paid media campaign to appeal to the UK market, aiming to sell at least 30% of their tickets.

We wanted to create something unforgettable. Our 'Only At Primavera’ campaign capitalised on what sets Primavera apart from other festivals. The discovery element, the ‘holiday’ allure, the once-in-a-lifetime experiential aspect and the huge appeal of the festival for music fanatics across all genres. 

Our creative approach aimed to build awareness and bring together an audience with shared interests. We created engaging, social-first assets that on organic social and as part of a large-scale paid media campaign. 

Our full funnel, multi channel paid campaign used multiple touch-points in order to create a buzz.

We tapped into audience insight tools, strategy tools and programmatic targeting to create accurate targeting pools. We zeroed in on frequent holiday bookers and festival-goers likely to make the journey overseas. This way, our reach was massive whilst laser-focused on the right crowd.

Through running multiple variations of the assets highlighting different USPs, we gained insight into what made each audience segment convert. We tweaked our creatives and messaging to showcase bespoke creatives per audience and platform, delivering a festival experience that felt personal and relevant.

Our campaign exceeded expectations, delivering an 8X ROAS. The UK audience was buzzing, and tickets flew off the (virtual) shelves.