Premiile obtinute la FIBRA #2:
- SILVER FIBRA @ Brand Promotions
- BRONZE FIBRA @ Sponsorships
- BRONZE FIBRA @ Experiential/Stunts
- BONZE FIBRA @ Creative Use of Media
PRESENTING THE CASE
Campaign / Execution Summary
Vanilla Skype is an experimentalist theater play especially written for a younger target, those attached to their smartphones and laptops that would rather watch movies and TV series than going to the theatre. Also, the play has been written by one of the most important cultural figures in Romania and he chose the actors before writing the script, so there was no casting for the play’s roles.
The objective was to promote Vanilla Skype and its tour throughout the main Romanian cities in such a way to convince Millennials to find their way back to the theater halls and attend the play.
Vanilla Skype presents four different stories as personal talks between each character and his therapist via Skype. In order to challenge our young target and to create a compelling reason for them to get involved, the strategy was to take inspiration from the play itself (its name and the fact it was no casting at all) and to add the social media component, placing the conversation on-line.
Idea:
The first play in the world where you had to audition as a spectator!
We chose to organize the casting on Skype to talk to the youngsters online where they are more likely to engage. And more, we transformed the usual theater experience into an exclusive one, by imposing an access limitation and this perspective made the play even more attractive. Briefly, the target could attend the play and enjoy the best seats in the theatre hall if they passed the on-line casting, on Skype.
Our main promotion activities were online based:
- We created a Skype account where people were interviewed by the main star, Marcel Iures
- We used videos on Facebook to promote the online casting
- We used Vanilla Skype Facebook page as the main campaign channel to create awareness and to share the content created by actors and online endorsers
- We involved online influencers to take the casting and share the news without any budget
- We invited fellow actors to advice people how to prepare for the casting and they shared funny videos on their social accounts.
- Online influencers picked up the subject and started a debate about the provocative communication approach
- Even radio hosts took the casting live in their shows
CONTEXT / PROBLEM / OPPORTUNITY / INSIGHT
The Context:
Romanians don’t go to the theatre as much as before nor do the young generation. Millenials rather watch movies or TV series on their personal devices than going out to the theatre halls. 63% of the Romanians NEVER go to the theatre (Cultural Consumption Barometer), while 72% of the young people don’t choose theatre during their spare time (Pro Youth Association).
The Problem:
Theatre is a classical form of art; Millenials are modern and tech savvy. A theater play ‘spectators are most of the time passive; Millenilas want to participate, to be involved. A theatre promotes itself mainly through Out of Home and outdoor posters; Millenials rather watch movies or TV series inside their homes on their personal devices (smartphones/laptops). So how could Vanilla Skype get to them and draw up their attention?
Insight:
The classical way in theatre is that actors should cast to get a role in the play and spectators should buy a ticket to see the representation.
Idea:
Millenials are not classic at all, so let’s flip the normal situation: Vanilla Skype will ask the spectators to cast in order to get a ticket.
The first play in the world where you had to audition as a spectator!
TARGET GROUP
Core: potential audience – young Romanians / Millennials
Vanilla Skype is an experimental play especially written for a younger public – those who spend 6 hours/day on their smartphones and social media.
Secondary: Influencers, bloggers, journalists, KOLs
RESULTS
With a media&production budget under 5000 euro, all 10 representations were sold out.
The engagement generated with the target on Facebook: social media posts and videos on Vanilla Skype page – engaged users: 20.791 (+107%) | Reach:607.593 (+102%) | Interactions (likes, shares, comments) >2000 (+100%) which generated very good results in on-line media – 4.779.597 audience and readership.
Over 280.000 views (+86%) for the videos that promoted the show.
Over 40 online KOLs (+300%) wrote about the project
Over 200 articles and online posts (+185%)
The support received from all KOLs, fellow actors, top bloggers and local celebrities very popular among youngsters, took our message further to our target and their interest for the theater met a sudden boom.
ENTRY CASE INFORMATION
Agency/Company: MullenLowe Romania
Entry Case Title: Vanilla Skype, The Audience Casting
Entry Case Title: Vanilla Skype
Entry Case Title: BRD
CREDITS
Copywriter / Group Creative Director: Andrei Munteanu
Art Director / Group Creative Director: Victor Oprisan
Digital Director: Raluca Duta
Director Consumer Division: Ana Trif
AV Producer: Ilinca Nanoveanu
Creative Director: Eugen Suman
Script Writer/ Director: Catalin Stefanescu
OTHER CONTRIBUTING COMPANIES
PR Agency: Golin
