Title	DUTCH NATIONAL OPERA & BALLET
Brand	NATIONALE OPERA & BALLET
Product/Service	OPERA & BALLET PERFORMANCES
Category	A08. DIGITAL DESIGN
Entrant Company	TAM TAM Amsterdam, THE NETHERLANDS
Advertising Agency	TAM TAM Amsterdam, THE NETHERLANDS

Name	Company	Position
Tobias Van Veen	Tamtam	Designer
Robin Van Aldenhoven	Tamtam	Developer
Gerald Van Der Wijngaart	Nationale Opera/Ballet	Marketing Manager
Timon De Fokker	Nationale Opera/Ballet	Developer
Lesley Moore	Lesley Moore
Robin De Puy	Robin De Puy	Photographer
Petrovsky/Ramone	Petrovsky/Ramone

Brief Explanation

Beauty, expression and ‘in motion’ connect opera and ballet, which is the essence of the website. We created a highly visual website where the richness and dynamic of two great art forms combine with conversion. The new simplistic identity provides an open canvas for stunning motion and rich interaction, the world of Opera & Ballet and the brand. The online environment makes an immersive experience that’s needed to trigger visitors to buy tickets for a stage production. The goal was to convert existing and new visitors as subscribers to the The Dutch National Opera and Ballet.

The Brief

Three key Dutch cultural brands, The Dutch Opera, The National Ballet and The Amsterdam Music Theater, merged at the beginning of last year to become The Dutch National Opera and Ballet. A completely new brand. That includes, of course , a whole new website.

How the final design was conceived

The design of the website is highly visual and interactive. Slow motion films of both art forms convince visitors to experience the stage performances in person. Plain navigation allows visitors to speed up the ticket purchase process. A clear calendar with easy navigation also gives visitors access to the current and accurate information. ‘Superior Simplicity’ The sober, almost bare translation of the identities concept is translated seamlessly to the website through it’s richness, and elegant movements of interaction. The website can be experienced on all devices; just as art should be enjoyed by everyone.

Indication of how successful the outcome was in the market

With the launch of the website, the identity of a new international top institute came to life. The website went live on the 17th of February, audience and conversion results look promising so far. The traffic to the ticket shop of The Dutch National Opera & Ballet tripled since the launch and ticket sales doubled. These results have been measured through Google Analytics and the Cash Register System. The average time people spend on the website is exceptionally long: 5 minutes.