ONCE (Behind the Scenes)
AKA NYC began its rebrand of ONCE earlier this summer. In June, the agency released a music driven television spot designed to give viewers a taste of the show’s unique character by placing them on stage with the performers. More recently, the agency used social media to promote Glen Hansard joining the cast onstage for one night only. (Hansard, who wrote the music and lyrics and starred in the original movie, joined the show for its 1000th performance and celebrated the milestone in a post-show jam session.) The campaign also includes print, radio, outdoor and web advertising, all centering on the show’s authenticity. The rebranding effort has already led to a significant spike in ticket sales.