Background

Our client came to Brio Group with an idea: to create a website to buy, sell and share tickets to Australian-wide events online. They approached us to turn their innovative idea into reality. From sketches and strategy through to concept and creation, we enlisted each area of Brio: design, digital, advertising and PR to build a brand that had wings. Enter: SpareTicket.com.au – your ticket to adventure.  

In December 2010, the website launched as a first-of-its-kind online event ticket exchange and connection hub. People can list tickets for free for cash or a challenge (i.e. mow my lawn). It’s quirky, vibrant and fun and has flown above and beyond the first month’s goals.

Objectives

To build a brand that has wide-spread consumer appeal in the Australian market. To create a brand concept and strategy and roll this out across every touchpoint. To consult on advertising directions and opportunities that meets client’s business plan. To offer strategic direction for online marketing opportunities to attract new audiences on a minimum advertising spend.

In meeting these objectives, it was essential to keep the core brand attributes in mind: fun, engaging and memorable. A website that is easy to use, creates happiness and connects users.

Strategic Approach

To bring to life a brand that is hinged on happiness, we developed a concept based on a free-spirited magpie – the traditional symbol of happiness. The bird has the potential to become a mascot, an easily-identifiable icon that is SpareTicket.com.au all over: fun, lively and happy.

We wanted to build a brand that went beyond a ‘buy and sell’ website. To create market cut through we developed a ‘challenge’ option: for example, mow someone’s lawn, or be their plus one in exchange for a ticket. This angle is unique in the market, adds PR appeal and opens up the connection-building objective.

To attract the target audience and communicate in channels they’re comfortable and responsive in, we pitched a social media strategy using Facebook and Twitter. After training the client and producing content calendars and a strategy that was in line with Facebook fan engagement ads, the brand was brought to life in the social sphere – an integral part of SpareTicket.com.au’s marketing. We also integrated their Facebook presence on the website’s home page.

And finally, and very importantly, to ensure the website is profitable, we developed an advertising and media strategy and supporting materials that can be used to pitch to clients and the media.

Results

We successfully produced SpareTicket.com.au by its launch date: 20 December 2010. The site is easy-to-use and is equipped with functionality that allows people to seamlessly buy, sell and connect with each other. The Facebook page acheived significant growth in the first month (over 500+ fans) and we continue to monitor this new site's buy, sell and share results.