98%
event attendance

  • Client

    Sinfonia Varsovia

  • Type of activities

    Digital promotional campaign for a series of offline events

  • Market

    Poland

  • About the client.

    Sinfonia Varsovia is a Polish symphony orchestra which was founded in 1984 to succeed the Polish Chamber Orchestra. It is the organiser of the Polish edition of the annual music festival entitled La Folle Journée.

  • Marketing goals.

    To sell as many tickets as possible for all the events held as part of the festival.

  • Our approach.

    The three-day music festival of La Folle Journée is a real feast for the ears which helps in bringing the classical music closer to the people and strips it of its cold aura of inaccessibility. A series of over 50 concerts of all types, the event attracts huge interest from the mainstream media and articles about the festival always rank highly in search engine results. In 2017, for example, these articles positioned even higher than the festival’s own ticket page. From a promotional point of view, this was a huge plus for us, but it was clearly a major obstacle for people wishing to purchase tickets. The solution, which was actually very simple and has since become an integral part of the long-term positioning strategy for La Folle Journée, was to create text ads which redirected potential customers directly to the event’s ticket sales page. These ads were displayed whenever people searched for certain keywords, such as the festival name, organiser or the names of artists due to appear.

    One huge challenge we had to contend with was the differing levels of interest in the individual concerts, with some of them selling out very quickly but others proving less popular. We therefore focused on remarketing activities aimed at people who had already purchased tickets. After receiving real-time information from the client about which concerts still had seats available, we have informed the target group via Google Ads and Facebook Ads about the possibility to purchase tickets.

The client’s opinion

  • The specialists from KERRIS played a huge role in the success of the latest edition of our festival. Nearly 40,000 people attended the event, representing an attendance rate of 98%. KERRIS proved to be a reliable and professional partner, and one which I can strongly recommend.

    Selected activity channels.

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    Google Ads: text ads in search engines, remarketing (RLSA – Remarketing Lists for Search Ads).
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    Facebook Ads: post promotion, website promotion (Page post links – images, carousel ads), remarketing.
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    Display & Video 360 (programmatic): banner ads, remarketing (RLSA – Remarketing Lists for Search Ads).
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    Instagram Ads: Instagram stories, news.

    Project in figures.

    KPIResults
    Ad impressions9,647,320
    Attendance at offline events98%
    Image no. 1

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        Have a look at what our clients say about us.

        • KERRIS has been providing us with a wide range of digital media services (PPC + SEO + digital training). In 2018, their actions resulted in a 120.67% increase in the number of students at the Vistula University in comparison to the previous year when we worked with another agency. Since they delivered the results they promised, we plan to continue working with KERRIS for our digital marketing needs in the future.

        • The programmatic campaign that we carried out together with KERRIS surpassed all our expectations, achieving 1108.98% of ad impressions and 248.82% of ad clicks in relation to our goals. We are currently cooperating on a long-term basis over an even broader scope of activities.

        • KERRIS fully meets all our digital marketing needs and also provides support in other areas, such as GDPR. During our long-term cooperation with the agency, our sales department has benefited from the generation of high-quality leads. We know that we can trust them with anything. If we were to look for a digital marketing partner again, we’d call KERRIS first. It’s the type of agency we needed.