A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN
Entrant Company
THE CYRANOS McCANN Barcelona, SPAIN
Advertising Agency
THE CYRANOS McCANN Barcelona, SPAIN
Production Company
CANADA Barcelona, SPAIN
Credits
Name
Company
Position
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
Mccann Worldgroup Europe/The Cyranos
Strategic Planning Director
Alba Riart
Mccann Worldgroup Europe/The Cyranos
Producer
Marta Grasa
The Cyranos Mccann
Account Director
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
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.
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.
Creative Execution
Because it got generate an increase in sales.
Describe the creative solution to the brief/objective.
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.
Results
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.