Challenge
Launching ABBA’s groundbreaking digital avatar show
We were tasked with launching ABBA’s groundbreaking digital avatar show and new music on a global scale.
The mission:
Reintroduce the band to public consciousness after 40 years
Position the one-of-a-kind digital concert as a ‘must-see-to-believe’ cultural phenomenon
Drive advance ticket sales and establish it as a long-term entertainment destination
How
We led with an exclusive, strategic media campaign
We led with an exclusive, strategic media campaign:
Secured major feature placements with the band and creative team, allowing them to tell their story in their own words
Adopted a ‘less is more’ philosophy - building intrigue while carefully controlling what was revealed Delivered detailed briefings to ensure consistent, on-message media coverage
Results
ABBA Voyage delivered a major economic boost to the UK
250,000 tickets sold within the first 78 hours of launch
5-star reviews across UK and global media for both the new album and the live experience
Campaign coverage reached an estimated audience of 9.5 billion
With over 3 million tickets sold, ABBA Voyage has delivered a major economic boost to the UK - contributing an estimated £1.4 billion in turnover and £775 million in gross value added since its debut in May 2022
ABBA Voyage remains a retained client - we’re currently supporting the launch of newly added show content
250,000
tickets sold within the first 78 hours of launch
5-star
reviews across UK and global media for both the new album and the live experience
9.5B
estimated audience reached through campaign coverage
3M+
tickets sold