Viagogo / Brand Identity
Brief
Online Ticket Exchanges are already big business in the US of A. The business model is already turning the ticketing industry on its head in the UK, with Viagogo leading the charge. Exclusive partnerships with major music event organisers and Premier League clubs including Manchester United and Chelsea have given them a significant head start on the competition. With the spotlight turned to this emerging market, Viagogo asked us to help them develop a strong brand identity and positioning for future communications.
Strategy
We carried out research among music and sports fans, which revealed a thirst for openness and transparency in the second hand ticketing business. It was clear that Viagogo could shine through as a beacon of light in what had traditionally a closed and murky market. We found that the prime motivators for people to choose a second hand ticketing exchanges like Viagogo over and above sites like ebay, were two fold. Firstly, financial guarantees that the tickets they were buying were 100% genuine. Secondly, real fans wanted a choice of seats to pick from, even if it meant paying more for the ones they really wanted. These insights and the customer promises that Viagogo had agreed to make, led us to the brand strapline ‘Real Tickets for Real Fans’.
Activity
We developed the new brand logo and identity, complete with new strapline, style-guides and tone of voice documentation. We also created a sonic identity for use in radio ads. We then worked with Viagogo to create communications around key music and sport events for 2008, including Prince, Madonna, the Euro 2008 Championships and Rugby Six Nations.
Results
Research in UK, France and Germany showed that consumer opinion positively shifted up 28% as a direct result of the new brand logo, identity and strapline. The website also enjoyed strong increases in conversion from visit to purchase as a result of the new identity and the ‘Real Tickets for Real Fans’ customer pledge.
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