Challenge

Despite event tickets being on sale for a period of 4 months, the Australian Open event faces the challenge of consumers waiting until the last minute to buy tickets. This is for a number of reasons – mainly that it has been a sold out event and people tend to wait for the player draws to be announced. 

Insight & Idea

Australian Open ticket buyers are highly influenced by paid social, specifically Facebook. Our audience insights indicated that Facebook drove a 3x ROI in the previous year, and Australian Open ticket buyers are highly influenced by Facebook, but majority of consumers used their mobiles to navigate through last year’s ticket buying process.

 

We realised we were reaching people using highly targeted media but weren’t converting them instantly, and needed to engage them in more opportune moments. In 2018, we were looking for innovative tactics that capture the attention of consumers and move them quicker through the buyer journey.