Amsterdam Open Air

Client: Amsterdam Open Air
Request: Strengthen brand positioning, accelerate ticket sales, and implement data-driven operations
Tools: Marketing management, CDP development, social media, website, Google, online and offline advertising
Year: 2018 – 2019

The Challenge

Amsterdam Open Air, one of Amsterdam’s most popular festivals, struggled with slow ticket sales, often selling out only weeks before the event. Our mission was to enhance the brand, boost ticket sales, and introduce data-driven operations.

Our Approach

We built a Customer Data Platform (CDP), created a pre-registration strategy (now used industry-wide), and introduced data-driven strategies at Amsterdam Open Air and ID&T. Utilizing all marketing channels, including social media, website, Google ads, offline campaigns (posters, billboards, metro stations, ferries), pop-up shops, and parties in public transport, we achieved remarkable results. Over two years, we sold 40,000 tickets within one minute, a process that previously took six months. Our personalized campaigns and email automation, along with the pre-registration sales technique, reduced the marketing budget by 33% and set a new industry standard.

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