ROYAL ADELAIDE SHOW
Blink and you’ll miss it.
Create a campaign for the Royal Adelaide Show to drive ticket sales across the event, while engaging with new audiences and connecting with long-time show fans.
Our Approach
The challenge wasn’t attracting interest. It was encouraging people to plan ahead - helping visitors secure the best value, make the most of their day, and enabling the Show team to better prepare for one of South Australia’s largest annual events.
Working closely with the Royal Adelaide Show team, we identified a clear behavioural pattern: while attendance remained strong despite cost-of-living pressures and increasing competition for people’s time, many visitors were delaying their decision until the final days of the event.
This created pressure on services while limiting opportunities for visitors to take advantage of cheaper ticket pricing and plan around the Show’s 100-plus free activities.
While Fuller’s public relations activity over the previous three years had begun shifting awareness around the benefits of planning ahead, the opportunity was to create a stronger behavioural trigger that encouraged action.
We looked beyond incentives alone to understand what motivates people to make the decision to attend earlier and how the emotional connection people have with the Royal Adelaide Show could help inspire action.
Insight
People rarely regret going to the Royal Adelaide Show. They regret missing it.
The anticipation, traditions and one-off experiences that define the Show create a powerful sense of social connection. By celebrating the moments South Australians look forward to each year, the campaign could tap into the fear of missing out and encourage people to commit before the opportunity passed.
Solution
We created a campaign that captured the unique feeling of missing out on one of South Australia’s biggest and most loved annual events - Showmo.
The platform tapped into the influence of social connection, anticipation and fear of missing out and encouraged people to plan ahead by reminding them of the moments they'd regret missing.
Showmo celebrates the experiences that have made the Royal Adelaide Show part of South Australian life for generations - the excitement of the rides, the anticipation of the latest Showbags, the unmistakable taste of a Dagwood Dog, the pride of competition, and the simple joy of a day spent together.
Campaign
Don’t get Showmo. Go to the Royal Adelaide Show.
The campaign was brought to life by the people who make the Show what it is. Hero photography paired bold colour with candid, human-centred moments, balancing nostalgia with the energy, colour and character that define the event.
Filmed on location at the Adelaide Showground, the television commercial embraced the quirky spirit of the Show through playful performances, layered fairground soundscapes and a distinctive visual style that captured the excitement, anticipation and shared moments only South Australia’s most loved event can create.
Outdoor advertising, radio spots and posts on social media reminded South Australians that there’s nothing quite like the Royal Adelaide Show. Miss it, and you’ll be left with a serious case of Showmo.
Contributors
Director & DP & Editor – Harvey Hogan • 1st Camera Assistant – Patrick Prior • Photographer – Henry Trumble • Photography Assistant – Kellie Jantke • Gaffer/Grip – Nic Datson • Lighting Assistant – Sam Clarke • Art Department & Standby Props – Fraser Whitehead • Wardrobe – Chloe Spalding • Hair & Make Up – Krista Jade • Production Assistant – Ashley Swallow • Online editor & colourist – Chris Daniels • Music & Sound Design – Scott Illingworth (Seeingsounds)
