DIGITAL AD CAMPAIGN FOR CURTAINS EXPLORES BEHAVIOURAL BIAS OF SCARCITY
Our digital ad campaign for the UK tour of the musical whodunnit Curtains explores the behavioural bias of scarcity. Scarcity is the idea that when something is in short supply, it creates a sense of urgency that makes it more desirable.
We’re interested in discovering if fans are more likely to engage with the campaign if they know that the performance near them has a limited run.
We’re running a split-test.
The behavioural creative includes the copy ‘Limited nights in each venue. Catch it before it’s gone.’ It also has a dynamic countdown to opening night.
The control creative uses standard messaging for the show.
Both versions include videos from the show and profiles of the characters, including detective Frank Cioffi, played by Jason Manford.