ROB NICOLAS x Open Air Lumnezia

The objective

Connecting a new generation of festival-goers with one of Switzerland’s most unique music festivals

Open Air Lumnezia is a Swiss open-air music festival set within the alpine landscape of Val Lumnezia. Founded in 1985 as a small local rock concert organised by a youth association, the festival has evolved into a nationally recognised event featuring a curated mix of Swiss and international artists.

Today, the festival welcomes around 18,000 visitors each year to Degen, Switzerland, offering a unique experience defined by its mountain setting, strong sense of community and intimate atmosphere. Rather than scaling into a large commercial event, Open Air Lumnezia has remained focused on positioning itself as a “big festival in a small format”, centred around authenticity and shared experiences.

Working with agency ROB NICOLAS, the festival launched a TikTok campaign focused on increasing awareness amongst younger audiences while supporting ticket sales for the 2025 edition.

The primary objective of the campaign was to drive ticket sales through a fullfunnel strategy combining awareness, engagement and conversion activity, while strengthening the festival’s cultural relevance amongst a younger demographic.

The solution

Launching a Smart+ Ticket Sales campaign supported by authentic content

The campaign for Open Air Lumnezia launched as part of the festival’s 2025 promotional activity, targeting audiences across key areas of Switzerland with a focus on music, festival culture and live experiences.

Working alongside ROB NICOLAS, the brand structured the campaign around a fullfunnel approach using a combination of Reach Campaigns and Smart+ Ticket Sales Campaigns. Reach Campaigns were used across both prospecting and retargeting audiences to maximise awareness and maintain visibility amongst users already engaging with festival-related content.

Building on this upper-funnel activity, Smart+ Ticket Sales Campaigns were used to optimise delivery towards users most likely to convert, using TikTok’s automation capabilities to dynamically optimise targeting, bidding and placement in real time.

The content strategy focused heavily on authentic storytelling and immersive festival experiences. Campaign creatives highlighted the unique alpine setting, community atmosphere and emotional energy of the event through native TikTokstyle content designed to feel organic within users’ feeds.

Creator collaborations also played an important role in amplifying campaign reach and engagement. Partnerships with creators including @potatoheadzz helped bring additional authenticity to the campaign, combining creator-led storytelling with festival-focused content that resonated strongly with younger audiences.

Rather than relying on polished advertising assets, the campaign leaned into TikTok-native creative approaches that prioritised atmosphere, personality and community-driven experiences, helping audiences connect emotionally with the festival before attending.

The results

Sold Out: Delivering outstanding results with a highly strategic ticket sales campaign

The campaign delivered strong results for Open Air Lumnezia, successfully increasing visibility amongst younger audiences while contributing to a sold-out 2025 festival edition.

Across the campaign period, TikTok generated more than 1.87 million impressions alongside over 106,000 6-second video views, helping the festival achieve broad awareness at scale within the Swiss market. While TikTok was not the sole ticket sales driver, the platform contributed significantly to the overall media mix supporting the festival’s sellout success.

The campaign also delivered a significantly lower CPM compared to other platforms, allowing Open Air Lumnezia to achieve strong reach within a relatively small market while maintaining cost-efficient performance.

A key driver of success was the combination of immersive creative storytelling and Smart+ optimisation. The campaign’s TikTok-native content approach enabled the festival to showcase its atmosphere and community in an authentic way, while Smart+ campaigns dynamically optimised delivery towards audiences most likely to engage and convert.

Creator partnerships further amplified campaign performance by increasing authenticity and encouraging stronger audience interaction with the content. Together, these elements helped position Open Air Lumnezia as a culturally relevant and highly desirable event for a new generation of festival-goers.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.