The Royal Swedish Opera – campaign for the Royal Ballet (updated)

Here's some actual planning work: 

Background and challenge 

Besides classical opera, the Swedish Royal Opera also feature ballet performances. The Opera wants to increase the popularity of ballet by reaching out to new customers beyond the traditional ballet patronage. 

 

Penetrating the market for ballet is difficult, because most people have preconceived notions about ballet. Ballet is dull and stiff, and “not for me”. And... the budget is very small. 

Insights 

1. Attitudes towards ballet can be modified by a) Behaviour: experiencing ballet for real b) Familiarity: creating new but credible associations to things that people love. 

2. There are certain commonalities with ballet and music, art, dance, fashion and sports. 

3. People like brands, and they like shopping. 

Solution 

Deconstruct ballet into several live experiences using real ballet artists of the Royal Swedish Opera, placed in contexts and places that’s easy for people make associations. 

 

Key visual:

Execution 

In the shop windows of selected stores in Stockholm we will give window shoppers a series of live ballet experiences, tied to endorsed brands within fashion, art, sports, etc that people love. 

Stage 1: Fashion The theme of the first campaign is fashion. Six ballet dancers will perform in the shop window of Nordiska Kompaniet, a department store in central Stockholm on 1st and 8th November at selected times.

 

 

Results 

1. The event became a public magnet. Most of the crowd stayed the for full 30-minute show. 

 

2. The campaign was noticed by broad medias such as SvD and Expressen as well as niche media and blogs with very little active PR work.

  

3. The campaign led to a segment and live-performance in TV4 Nyhetsmorgon, a well-known morning newsshow.

 

Comments

[Johan Ronnestam]

Stort tack för delad kompetens och grymt koncept!