The Challenge
Selling out a niche concert in a competitive Singapore market
Agam, an Indian progressive rock band, needed to fill a premium venue in Singapore for a live concert. The target audience was niche - Indian music enthusiasts living in Singapore who appreciate progressive rock and Carnatic fusion.
The timeline was tight at just three weeks, the market was competitive with multiple entertainment options, and the ticket prices were premium.
Niche Audience
Indian progressive rock fans in Singapore - a very specific demographic requiring precise targeting.
Tight Timeline
Only 3 weeks to generate enough demand to sell out the venue completely.
Premium Pricing
Higher ticket prices meant each conversion needed to be high-intent, not just curious clicks.
Competitive Market
Singapore has a saturated entertainment market with numerous competing events every weekend.
What We Did
Hyper-targeted Meta campaigns with urgency-driven creative
We built a campaign architecture around audience precision and urgency sequencing - starting with awareness among the broader Indian diaspora in Singapore, then retargeting engaged users with scarcity messaging as the event date approached.
Week 1
Audience Seeding
Targeted Indian expats in Singapore interested in music, concerts, and cultural events. Built initial awareness and collected engagement data for retargeting pools.
Week 2
Engagement & Conversion
Retargeted engaged users with ticket purchase CTAs. Used video content from previous concerts and testimonials to drive intent. Introduced early-bird messaging.
Week 3
Scarcity & Close
Final push with 'limited seats remaining' messaging. Lookalike audiences from purchasers. Last-chance creative drove the final wave of ticket sales to sell out.
The Results
Sold-out venue with record-breaking cost efficiency
The campaign achieved a ~50x return on ad spend - one of the highest ROAS figures in our portfolio. The cost per click of $0.01 was exceptionally low for the Singapore market.
The event sold out completely, with the final tickets going in the last 48 hours driven by the scarcity campaign phase.
“A $0.01 CPC in Singapore. That is what happens when targeting, creative, and timing align perfectly.”
3-week sprint to sold-out
Key Takeaways
What this project proves
Precision targeting beats broad reach. A narrow, well-defined audience converts at dramatically lower costs.
Urgency sequencing works. Moving from awareness to scarcity in a compressed timeline creates natural purchase momentum.
Niche events can achieve exceptional ROAS when the audience-message fit is perfect.
Retargeting engaged users with scarcity messaging drove the majority of final conversions.