Title | PAY PER LAUGH |
Brand | TEATRENEU |
Product/Service | PAY PER LAUGH |
Category |
C02. INSTALLATION AND ENVIROMENT BRAND EXPERIENCE |
Entrant Company
|
THE CYRANOS McCANN Barcelona, SPAIN
|
Advertising Agency
|
THE CYRANOS McCANN Barcelona, SPAIN
|
Production Company
|
CANADA Barcelona, SPAIN
|
Credits
Leandro Raposo |
The Cyranos Mccann |
Creative President |
Pablo Colonnese |
The Cyranos Mccann |
Executive Creative Director |
David Fernández/Joaquín Espagnol |
The Cyranos Mccann |
Creative Director |
Eduard Cubel/Oscar Amodia/Alejandro García |
The Cyranos Mccann |
Art Directors |
Jaume Rufach/Marc Sánchez/Nil Murtra |
The Cyranos Mccann |
Copywriters |
Oriol Bombí |
The Cyranos Mccann |
Head Of Strategic Planning |
Marta Grasa |
The Cyranos Mccann |
Account Director |
Alba Riart |
The Cyranos Mccann |
Production Manager |
Jesús Vergés |
The Cyranos Mccann |
Account Executive |
|
Glassworks |
Post Production Company |
Marc Oller |
Canadá |
Director |
Oscar Romagosa |
Canadá |
Executive Producer |
Alba Berneda/Laura Serra |
Canadá |
Producers |
Brief Explanation
The aim was to break down consumers’ reluctance to choose a form of leisure like the theatre and so build up audience numbers and at the same time increase average ticket prices.
The Brief
Teatreneu is an independent theatre company which has seen an alarming decline in its audiences due to the economic situation and the increase in taxes on arts performances.
This is why Pay Per Laugh was born: the first comedy theatre where you only pay for the laughs you get. To do this we installed facial recognition software in each seat to detect every smile and count them. Instead of paying in advance for comedy with no guarantee of it being minimally funny, we thought of paying at the end and only for the laughs you got, at 0,30 euros per laugh.
How the final design was conceived
To free people from a complicated decision and get them filling theatre seats again, we designed a ground-breaking, attractive and “fair” system of payment whereby they would only pay at the end and according to the laughs generated by the show.
We fitted every theatre seat with a facial recognition system to detect smiles and count them, and offered audiences the following deal: “Entrance is completely free. If the show doesn’t make you laugh, you don’t pay anything. But if you laugh, you’ll have to pay for every smile.”
Every laugh raised is worth 30 euro cents, which is a pretty reasonable price.
Indication of how successful the outcome was in the market
The average ticket price was up by 6 euros on traditional performances.
The system was covered in the leading national media. This generated more publicity and, as a result, 35% more audience.
Each Pay Per Laugh performance took 7,200 euros, compared to the 4,400 euros they had been making before.
The Pay Per Laugh system is currently being replicated in other comedy theatres around Spain.
A mobile app was created to use as a payment system in other independent venues. And the first payment by the number of laughs and not performances was successfully launched.