The Objective
To produce the debut Indonesian showcase for South Korean R&B singer Wynn. The goal was to create an intimate, high-engagement experience for the "Wynners" fanbase while driving product trial and sales for the titular sponsor, Esavya.
Strategic Execution: Tiered Value Bundling
We engineered a Hybrid Product-Bundling Model to maximize the Average Revenue Per User (ARPU). Instead of selling standard tickets, entry was tied directly to Esavya product sales.
The Mechanism:
- The VIP Tier (Rp 549.000): Designed for super-fans. This tier drove high-volume sales (6 products/pax) by offering premium experiential benefits: Sound Check Access and the highly coveted 1:1 Photo Session.
- The Regular Tier (Rp 299.000): An accessible entry point that ensured a full house, bundling 3 products with the signing experience.
Result: The tiered approach successfully balanced high revenue (VIP) with high attendance volume (Regular).
O2O (Online-to-Offline) Integration
To streamline logistics in a high-traffic mall environment, we implemented a digital-first ticketing system.
- Purchase: Fans purchased the bundles via Shopee (Online), allowing us to capture data and secure revenue upfront.
- Verification: A dedicated registration portal generated unique QR codes for on-site check-in.
- Fulfillment: Merchandise was distributed on arrival, turning the event queue into an instant "unboxing" experience for the brand.
Project Info
- ClientEsavya x Wynn
- Year2025