Our target audience tend to buy late for performances, liking to keep their options open or waiting to organise a group to attend a performance. We needed to create a design that would launch the newest production from Sydney Dance Company and drive early ticket sales.

Create a visually arresting design that would stand out and create intrigue. Place the campaign elements in culturally rich areas such as boutique cinemas to encourage metro women to book a ticket. Campaign formats include A2 posters x 200, Avant Card x 60,000, Buses x 40, Trams x 20, JC Decaux x 210 in Sydney and 110 in Melbourne; 8000 programs.

The Interplay campaign has shown impressive early sales growth in comparison to previous shows.

With a week to go to opening night, we are in a really good spot to exceed targets. Forecasts predict at least 7,500 tickets will be sold. Pre-ticket sales currently at 3,082 for Sydney; 523 for Melbourne and 1,058 for Canberra.

Interplay Social media results to date:
- 8,354 Twitter followers
- 20,336 Facebook followers
- Average daily Facebook reach of 6507 people (1 Jan 2014 til present)
- 423,011 Facebook impressions (1 Jan 2014 til present)