Spinout leading the experience revolution
Context
Spinout brand Tickitto was conceived on a family holiday.
Everyone wanted to make the most of their valuable time. But not everyone wanted to do the same thing. In the end, precious hours were spent on phones searching for tickets online and not making memories. This frustration led to action and an initial idea around a single ticketing supplier soon made way for something bigger, because the technology in the ticketing industry was years behind. This was creating a huge barrier to anyone helping people attend more of the events they would love. There had to be a better way of doing things. And Tickitto was born.
Objective
Tickitto was gaining traction among the more technically minded people in target sector businesses. But to scale beyond its initial early adopters Tickitto needed to become a brand and find a new emotive way to engage a wider audience with the real power of its unique technology.
Approach
We took the Tickitto leadership team through our Ignition Framework – helping them to see how the business could be repositioned in the mind of potential customers. Then finding a compelling, distinct Brand Idea that brought this to life. Stakeholder interviews, competitor mapping and audience interrogation ensued, and a clearer picture of this rather mysterious and highly technical market took shape.
A new purpose, mission and vision
We worked with the leadership team to help them see a new simplified and clarified purpose for Tickitto, one that spoke to human needs rather than purely technical features. This new vision would underpin their brand as it grew and engaged with more clients across multi-national businesses.
This gave the team the foundation they needed to help in both verbal and written communication – internally and externally.
Combined with a fresh market positioning this complex technical product started to shape up as a liberator and enabler, not only for the client businesses (in sectors like banking and travel) but with their customers, extending the value into hitherto uncharted emotional space.
From here, we were able to succinctly capture this in a new vision: A world where any brand can become a gateway to fantastic events and experiences for their customers.
A powerful brand idea
With the foundations complete we moved on to build a distinct Brand Idea for Tickitto. What had become clear through all of the research and ideation in the positioning phase is that Tickitto was a true disruptor. It’s a phrase that’s overused – but here we had a bona fide example.
Not only was the technology a step ahead of the competition it also had practical benefits like real-time data sharing – which not only meant that end-users were able to access events and experiences in a way not previously available, but the open-data approach allowed the client business to respond immediately to customer behaviour.
We captured this revolution in the market in three powerful words – Open the World.
What’s next
We compiled a comprehensive Brand Narrative document and delivered this to the team to share with their agencies and partners. Chris Archer-Brown, CCO of Tickitto, “Firehaus was very practical and found a way to make the budget work for us. Nick ‘got us’ – obvious from the first 30-minute call, and Ian practically got a standing ovation at the end of presenting the work. They’ve taken us to a place we intuitively wanted to go but couldn’t articulate. They’ve been a dream.”
A selection of pages from the Brand Narrative.
