Drum Tao
Australia
Tour 2026
C A S E S T U D Y
Let's start a conversation
$129,011
ad spend
20,081,593
impressions
96%
210
tickets sold
26
venues Australia-wide
The big picture
How we did it
Drum Tao is a world-class Japanese drumming performance, visually spectacular, emotionally powerful, and completely unknown to most Australian audiences. The challenge wasn't the product. It was scale. 26 venues across Australia in four months, each requiring its own audience, its own timing and its own sense of urgency.
The brief
Barefoot built and managed a comprehensive advertising campaign across every Australian market on the tour, balancing national brand awareness with hyper-localised venue promotion running simultaneously.
→ Each campaign was structured around four variables: location, ticket urgency, audience interest and creative relevance, ensuring the right message reached the right people at the right time for each specific show.
→ Creative was built to stop the scroll, performance footage, atmospheric visuals and copy designed to make someone who had never heard of Drum Tao feel like they couldn't miss it.
→ As the tour progressed, venue-by-venue performance was tracked continuously, spend was reallocated in real time toward shows with the most remaining inventory and the tightest sales windows.
The work
The outcome
→ $129,011 in total ad spend
→ 20,081,593 impressions across Australia
→ 96% of tickets sold across the national tour
→ ~$1,650,000 in gross ticket sales generated
→ 26 venues sold through nationwide