The Phantom of the Opera Artistry Case Study March 2005

Contents  Background  Objectives  Solution  Event Details  Event Values  Target Audience  Strategy  Results for Artistry  Insights

Background  The Promoter –Services include securing sponsorship rights to pre-existing events and working with clients to gain maximum marketing value from the sponsorship  Artistry –World-class cosmetic brand under Amway –Sales started in 1989 and brand launch in China market from 2004 –Leverage brand positioning in art, lifestyle

Objectives Drive Sales Build Prestige Image Connect to Customers Brand Awareness

Solution  The solution:

Rationale  Brand Awareness –Potential of up to 204,000 attendees over 3 months –Massive media coverage for two months –Comprehensive media (TV, radio & print) package for two months –Marketing collateral for 8 months  Prestige Image –Phantom, world-wide famous musical with many world rewards premium events in China –Set in Shanghai Grand Theatre – China’s most prestigious venue  Connect with customers – Phantom is romantic and magnificent, and captures the consumers’ emotions – Phantom provides a platform for consumer’s to connect with brand equity and interact with the products in a emotional way.  Hospitality –Can use to entertain government, clients from all China region and drive sales –Have the privilege to invite the cast for money can not buy experience –Provide incentives for sales staff and maximize employee motivation and pride  Drive sales – Drive sales via Phantom merchandise – New product launched named “Christine’s Choice” – Regular lectures with products and musical knowledge – China wide make-up competition

Event Details  Phantom is a Broadway Musical, created by Andrew Lloyd Webber  First visit to China/Asia  First time that a musical had a 3 months long season, 96 performances in China  Shanghai Season exclusive in China: 18 Dec,2004 to 12 March,2005 (Cover a range of festivals)  Venue: Shanghai Grand Theatre

Event Values  Prestige  International  Magnificent  Meaningful  Romantic  Long lasting

Target Audience  Artistry’s Target consumers –28-40 years old female –Middle to Upper class –Desire for high standard of life  Phantom attracted: – Cultured, eager to learn new things and desire for modern life style – White collar –Mid to high disposable income

Event Details  Production Company: Really Useful Group  Event Promoter: Shanghai Grand Theatre  Sponsorship Agency: Frontiers Group  Title Sponsor: Artistry  Supporting Sponsor: Shanghai Pudong Development Bank Credit Card Center (SPDBCCC) KPMG Malaysian Airlines

Event Details Sales promo Marketing rights PR & Media On ground management Branding Merchandising Rights negotiation

Strategy

Press conferences Strategy – Press conference July 04 Oct 04 Dec 04 - First: Title sponsor announcement - Second: New products launch announcement “Christine ‘s Choice” -Third: Presenting products as gifts to all Phantom cast during Shanghai season

Strategy - Media  Phantom/Artistry TVC –30 seconds (10 second Artistry Billboard) –Aired more than 2000 times across 7 Shanghai stations (including Dragon TV with national coverage) –Aired 2000 times in major Grade A office building across Shanghai  Phantom/Artistry Radio Ad –30 seconds –Aired above1000 times across 6 Shanghai stations

Strategy - Media  PR Push campaign in newspapers and magazines to build event awareness along timeline of the press conference and show marketing focus

Strategy – Significant outdoor billboards Billboards – more than 3 months

Strategy – Outdoor posters

FRONTIERS GROUP Strategy – Street and high traffic subways Shanghai Street light boxShanghai Subway light box

Strategy – Outdoor and ticket outlets Street Flag Kodak outlet Leaflet in booking office and hotel

Strategy - PR Internal interview published on Artistry magazine for six months with different topic relating to sponsorship

Regular lectures for public incorporated Phantom performance information with Artistry product knowledge Strategy - PR

Leading cast visit Artistry and meeting with media

China National Make-up competition Strategy - PR

Strategy – On ground at theatre Promotion in Shanghai Grand Theatre

Strategy – consumer interaction Lucky draw promotion relating to product and show through major fashion magazine

Strategy – Sales promotion “Christine’s Choice” launched

Strategy - Online Phantom Official Website to link to Artistry

Strategy - Online  From Amway Website

Strategy - Merchandise

Strategy - Hospitality Cast group photography Leading cast attend Artistry function

 ROI -- Based on Media and Collateral value alone, ROI was calculated as 500%  8-month Sales Promotion platform  204,000 targeted consumers –Brand exposure –Driven sales –Product linked to event values  Client relations –Hospitality program –Position the brand as a “art oriented” image  Market Leadership –Unique and powerful marketing programs Results for Artistry

Implications  Lead the market  Link your brand to events that reinforce your brand values  Cut through the clutter and be differentiated  Go to where your customers are  Take advantage of rising industries and untapped space  Communicate with multiple stakeholders  Connect with customers at an emotional level  High media value and high ROI

POWERFUL LEVERAGE PROGRAM BrandArtistryPropertyPhantom The Power of Event Marketing DEEP AND EMOTIONAL CONNECTION WITH THE TARGETED CONSUMERS