ABA Productions


The goal

ABA Productions, an international theatre production house, was presenting Shakespeare Globe Theatre’s production of A Midsummer Night’s Dream in Singapore, with the target of selling tickets and promoting an appreciation of the arts and literary scene in Singapore.

Their primary aim was to sell at least 80% of tickets across the five performances during 13th to 16th November 2014.

Our plan

Mutant saw this exciting play as the perfect opportunity to reach arts and culture lovers and theatre-goers across Singapore. We crafted unique story angles around the show’s Asia tour, Shakespeare’s 450th anniversary and secured interview features with directors and cast members.

Mutant pitched to key lifestyle, arts/culture, expat, business and luxury media, surrounding the topics of education and experience. We wanted the public to get as excited about the shows as we were!

The outcome

We secured media placements across some top media outlets including The Straits Times, Harper’s Bazaar, Singapore Tatler, Expat Living, Singapore Women’s Weekly, Esquire, CLEO, L’Officiel and AsiaOne, to name a few. On top of this, we managed to secure on-air interviews and announcements on KISS 92 with a total of 67 media placements across two phases of the five-month campaign.

This equated to close to $600,000 worth of advertising value, and theatres full of people who witnessed Bottom getting up to mischief!