Wicked - wildcard in Aller Best

Name: Feed Oslo
Price range: $

With the power of Aller, the musical Wicked Grande was a success in Norwegian cinemas!

United International Pictures was set to release one of the world's biggest musical hits, Wicked , starring Ariana Grande. The challenge was that musicals are a niche market, and far more popular in the US and England than in Norway. Nevertheless, Universal had high expectations for ticket sales.

So how do you attract musical goers to the cinemas and at the same time get younger moviegoers to see this particular film?

Aller is overrepresented within the target groups that visit cinemas, musicals and theatres. Aller also hits hard among the target group women aged 12-34 and families with children. And not so surprisingly - Aller has a high interest in celebrities!

The goal? Full theaters with 135,000 tickets sold. Nothing less!

What did we do?

To reach the sales target, we teamed up with other channels. Aller got a leading role with 30% of the total media budget . Feel free to call us Ariana Grande!
We entered into a sponsorship on Rød Løper with pre-roll, sponsor vignette and editorial column, as well as display around the player to drive traffic to Filmweb.
In addition, we used Double Fullscreen and Top Scroll, as well as display on our largest Women's sites, KK and Se & Hør.
We built knowledge through content on KK and Se & Hør, where we adapted the content to their different reading modes – a strategy we rarely use in Aller. Se & Hør focused on celebrities, with Ariana Grande at the forefront, while KK focused on fashion and makeup from the film.

How did it go?

Yes, Aller was at the top and was the largest source of traffic for Filmweb. We engaged more users than media outlets like Snapchat, Meta and Google.

From a sick attention of 67% in just 3 weeks to sales of 170,000 tickets and the fact that 89% of the buyers were women between the ages of 13-44 , shows that we have really hit the right target group with the campaign.

"Aller was an important part of the campaign and has helped Wicked deliver on an already high target from the film studio and has been seen by almost 170,000 Norwegians!" - Vegard Urke Marketing Manager at UIP

We have worked as part of a team with the others in the media mix, and together we have delivered on the target groups and helped create a phenomenal result for Universal.

- We salespeople often hear that Some and search generate better quality leads than our display surfaces, but here we prove the opposite. In a team, there are some who score more goals than others, and here Aller has clearly scored the most goals, says Sindre Hellkås, strategic group account manager at Aller Media.

And by the way – we also beat the opening weekend of both Denmark and Sweden – despite the size!