The unique, tech-driven live concert experience has been a phenomenon since it opened. Chief commercial officer Jaki Ellenby was on stage at The Drum Live to talk about how and why it was created by the chart-topping Swedes and why the customer experience is driving its success.
Jaki Ellenby speaking at The Drum Live
Marketing, at its best, should feel effortless. The audience comes, they experience and they leave as advocates. That simple but elusive formula is the foundation of Abba Voyage, the live concert experience that blends digital innovation with a fan-first ethos. For its chief commercial officer, Jaki Ellenby, it is the audience – not just the technology – that makes the phenomenon work.
Speaking on stage at The Drum Live in London, Ellenby argued that everything surrounding Abba Voyage, from the front-of-house team to the advertising strategy, has been deliberately designed to elevate the customer experience. “Word of mouth is the most important pillar. In entertainment, ticket sales and NPS are basically one and the same. If audiences love it, they will sell it for you.”
Ellenby is uniquely qualified to lead this kind of project. With 30 years of experience driving impactful marketing and commercial strategies across three continents, she brings deep expertise in brand building and customer experience. Most recently, she served as senior advisor to the CEO at Dubai Municipality and held significant roles at Dubai Holding Entertainment, overseeing marketing for Global Village. She has also spearheaded campaigns for Emaar Malls’ Dubai Mall, Ferrari World Abu Dhabi and Warner Bros World. Earlier in her career, she worked with brands such as Disney, Cirque du Soleil and P&G. Her background in strategic planning, digital marketing and team leadership now underpins Abba Voyage’s global commercial ambitions.
Advertisement
Unlike a touring show constrained by hired venues, Abba Voyage owns its London arena, giving Ellenby’s team the freedom to create an immersive, tightly choreographed experience. But for all its technological wizardry, Ellenby insists it is a fundamentally human production. “This is not about tech – it’s a human process created by thousands of hours of talent,” she said. Costume designers, choreographers and 800 craftspeople from visual effects company Industrial Light & Magic were involved, alongside the Abba band members themselves, who donned motion-capture suits to perform.
That level of authenticity translates into the live experience. Even the front-of-house team – often the overlooked touchpoint in live events – play a crucial role in building atmosphere. “They really enjoy what they do,” Ellenby said. “They’re out there dancing. When I first came, I thought they made them do that, but they don’t. They just do it, which is amazing.”
The result is an environment where customers become active participants. Skeptics who arrive reluctantly are quickly converted. “By the third song, they’re clapping along. At the end, they’ll say, ‘I didn’t believe it was going to be like that.’”
Perhaps Abba’s greatest marketing advantage is its cross-generational appeal. Ellenby acknowledged that, despite decades of insisting otherwise, Abba may be the rare brand whose audience really does span from “five to 95.” She has seen it firsthand: “I brought my 90-year-old mother and she knew all the words.”
The show caters to superfans, casual listeners and even the reluctant spouses who initially enter with folded arms. Each segment leaves the arena transformed, fueling the cycle of positive word of mouth that has made Abba Voyage more than just a London attraction – it has become a global talking point.
That philosophy carried through to the production’s latest TV advertising campaign. Rather than polished celebrity endorsements or highly produced creative, the team chose to spotlight real audience reactions. “Our producer told us, you don’t need too much content, just show that people are having fun,” Ellenby said.
The campaign was shaped by test performances where family, friends and partners were invited to watch the show. Their genuine responses became the campaign’s centerpiece. “I think our job is just to let people know that even if they don’t like Abba, they will enjoy themselves,” Ellenby explained. “And that’s basically what we need to do.”
It is a reminder that in a fragmented media landscape, the simplest messages, when grounded in authenticity, cut through.
Advertisement
Another distinctive feature of Abba Voyage’s marketing strategy is its approach to partnerships. One of the most unusual came with Oceanbird, a Swedish cargo shipping company pioneering wind-powered vessels. The story goes that Abba’s Benny Andersson met Oceanbird’s CEO while running on adjacent treadmills in a gym. The two bonded over disruption – Abba in entertainment, Oceanbird in shipping – and an unlikely partnership was born.
“It’s been an amazing partnership,” Ellenby said. “They’ve been very instrumental in helping us with our ESG objectives and sustainability.” The collaboration has supported community initiatives in one of London’s poorest boroughs, including school concerts, careers advice and ticket access for disadvantaged young people. For Abba Voyage, partnerships are not just about visibility – they’re about shared values.
Far from being passive licensors of their likenesses, Abba remain deeply invested in the show. They recorded a new album during development, performed in motion-capture suits and still influence creative direction. “This is really their show,” Ellenby said. “They’re very passionate about what they do, and they’re still very involved.”
That authenticity matters. In an era when AI and synthetic content are reshaping entertainment, Abba Voyage stands apart as a testament to human creativity –augmented by technology but never defined by it.
Some speculate whether Abba Voyage could be a blueprint for legacy acts looking to extend their brand beyond physical lifespans. Ellenby is more cautious. “It was a passion project for Abba, not a business play. They just wanted to see if they could do it. They’re as shocked as anyone that it’s worked.”
That humility underscores why the project resonates: it was built on curiosity and craft, not just commercial ambition. Yet its success suggests there may be room for similar hybrid experiences that fuse technology, legacy and live immersion.
For brand leaders and marketers, Abba Voyage offers several clear lessons:
Customer experience is the most powerful marketing channel. Design every touchpoint, from staff to setlist, to turn customers into advocates.
Authenticity trumps polish. Real reactions often resonate more than scripted creative.
Universal appeal is rare, but cultural icons can transcend demographics.
Partnerships should be grounded in shared values, not just reach.
Technology succeeds when it is in the service of humanity. The human effort behind Abba Voyage makes it feel alive, not artificial.
Abba once asked, ‘Do you want to hear some more?’ For Ellenby, the answer is clear: as long as the experience keeps creating joy, the marketing will take care of itself.
Advertisement