Fan-to-fan ticket resale platform Tixel has kicked off its first major integrated marketing campaign, timed for the start of summer’s peak gig and festival season.
The spot, directed by Amber Mealing and produced by Pork Store Productions, has tapped into a moment every fan understands: you’ve made the plans and tried to make it work, but life gets in the way. When it does, Tixel makes sure that ticket gets into the hands of someone else who really wants to be there.
For the fans who really want to be there, every Friday on Instagram Tixel’s ‘Who wants a bump?’ campaign gives them a shot at getting bumped to the top of the waitlist for any show or festival they choose.
According to Tixel’s September future of ticketing research report, among fans who have sold a ticket to Australian events, 72 per cent said they usually sell because life got in the way, from changed plans and illness to a friend who can no longer go or a rescheduled date. For Tixel customers, this number rises to 83 per cent.
On October 22, Tixel will take over a space outside State Library Victoria on Swanston Street, where fans will suit up and take on a giant fan for the chance to win tickets to live events inclduing Beyond The Valley, BUNT., Iron Maiden, Kool & The Gang, Dangerous Goods XXL, and Spilt Milk, along with Tixel Credit.
“The truth is, most people who sell on Tixel would much rather be at the show, but sometimes life gets in the way. You get sent on a work trip, your kid gets sick. On the other side, there’s a fan trying to get their hands on a ticket they can’t find anywhere else. This campaign is about bringing them together, fairly and safely. The characters and the setting are all a bit absurd, but that’s kind of the point: it shows how far a fan will go to not miss a gig,” said Tixel global marketing director Kevin Azzopardi.
Tixel’s Future of Ticketing research report, released in September, backs it up:
The 30- and 15-second spots will run on BVOD, YouTube, Facebook, Instagram and TikTok until the end of the year. This leads a broader summer push across Reddit, audio, podcasts, search and display.
Credits
CLIENT | TIXEL
Kevin Azzopardi, Global Marketing Director
Andrew Kupresanin, Senior Design Lead
Melissa Ong, Integrated Marketing Manager
Shaunni Howard-Lewis, Global Brand Lead
Hui Min Chung, Designer
Gemma Pollard, Global Head of Communications
PRODUCTION | PORK STORE PRODUCTIONS
Director: Amber Mealing
Executive Producers: Sophie Booth, Grace Quinn
Producers: Sophie Booth, Annie Thiele
Production Manager: Sofia Viegas
1st AD: Jess O’Farrell
DOP: Amy Dellar
1st AC: Bonnie Chai
2nd AC: Oliver Gross
Gaffer: Frank Healy-Wood
Best Person: Remus Care Parisi
LX Assists: Darcy Lindstrom, Ruari Walsh
Grip: Michael Bespalov
Grip Assist: Lachlan Sweeney
Hair & Makeup: Em Stacey, Sam Pearce
Wardrobe: Brynna Lowen
Production Design: Bianca Milani, Jake Feast
Art Assist: Elle Jones
Runners: Laura Baron, Ava Loiterton
Safety Managers: Declan Eames, Siros Niaros
Unit Manager: Kim Freeman
Traffic Management: First Nations Traffic Management
Catering: Kartel
POST PRODUCTION
Offline Editor: Geri Docherty
VFX: Sugarcoat
Colourist: Niklas Malkin, Crayon
Online Editor: Angus Kirby
Departure Board Graphics: Robbie Ten Eyck
SOUND
Composer / Sound Designer: Sam Woodham
VO Record: Echo Darling
CAST
Hero: Makanaka Mujokoto
Airport Eyepatch Man / Gig Goer: Hyeonki Min
Airport Coffee Coat / Gig Goer: Adelaide Jones
Airport Burning Man: Marcus Cropp
Bus Older Lady: Meryl Whiteside
Bus Footy Bro: Peter Koves
Bus Runaway Bride: Ira Chakraborty
Bus Bald Man: Darcy Lane
Gig Goer Bro: Jaydan de Oliveira
