When legendary Australian rock icons AC/DC hit the road for their national tour, Unbelievable Group was engaged to lead the strategic marketing, advertising, and creative campaign behind one of the most anticipated live events in Australian music history.
From Sydney to Perth, Unbelievable Group handled every facet of the promotional rollout, producing high-impact television and radio commercials, driving media planning and placement, and shaping the creative direction that captured the raw energy and attitude of the band’s “simply rock and roll” spirit.
The campaign sparked an overwhelming wave of national anticipation, driving record-breaking demand across the country. Within just one day of tickets going on sale, over 320,000 seats were sold, shattering Australia’s previous single-day sales record and forcing the addition of extra shows in multiple cities. The tour ultimately moved more than 520,000 tickets across 11 sold-out stadium performances, reaffirming AC/DC’s status as one of the most powerful live acts on the planet.
Unbelievable Group’s integrated creative and media strategy helped transform the tour from a concert series into a cultural phenomenon. High-impact visual storytelling, consistent brand identity, and a unified message across TV, radio, and digital channels amplified the band’s homecoming energy, turning excitement into action and action into record-setting sales.
“Unbelievable Group contributed to the success of the 2015 AC/DC Australian and New Zealand Stadium Tour and again delivered a highly effective marketing campaign.”
