DUTCH NATIONAL OPERA & BALLET
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
|
Credits
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.