The Challenge :
When we joined KCMI in the rebooted version of Les Miserables, it was such an honor to be a part of this timeless classic. The problem was that the 2012 movie starring Hugh Jackman and Anne Hathaway was still fresh in the minds of consumers. While diehard fans had an intense interest in the musical, the general public was not convinced that a live viewing was worth the expensive price of the tickets.
The Solution :
We produced three videos that drove home the point that nothing beats watching a musical live.
We organized a live event where consumers were asked to try out the quality of a "new" projector under the premise that the experience was similar to being right there in the moment. The bored participants were surprised with a musical treat. Suddenly the curtains fall and the cast of Les Miserables appears in front of them singing Can You Hear the People Sing.
We then retargeted the viewers of the event video that recorded the surprised participants.
The second video told the Les Miserables story through the perspective of various social media platforms evolving over time. This made sense since the actual plot took place over a couple generations.
And finally just a few weeks before the close of the musical we released a backstage video for those fans who were most engaged with the previous contents.
The Results :
11 Point lift in favorability of the musical over the movie.
Ticket sales increased by 150%
According to Survey, consumers who watched one of our branded videos before seeing the musical were more likely to recommend the show to a friend.