| Title | TAXI DRAMA |
| Brand | YUGOSLAV DRAMA THEATER |
| Product/Service | YUGOSLAV DRAMA THEATER |
| Category |
A05. USE OF DIGITAL IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
McCANN BELGRADE, SERBIA
|
|
Advertising Agency
|
McCANN BELGRADE, SERBIA
|
|
Production Company
|
EMOTE PRODUCTIONS Belgrade, SERBIA
|
Credits
| Vladimir Cosic |
Mccann Belgrade |
Creative Director |
| Marija Milankovic |
Mccann Belgrade |
Art Director |
| Nemanja Stankovic |
Mccann Belgrade |
Copywriter |
| Bojan Babic |
Mccann Belgrade |
Copywriter |
| Milena Kvapil |
Mccann Belgrade |
Associate Creative Director |
| Dusan Petkovic |
Emote Productions |
Director Of Photography |
| Katarina Pribicevic |
Mccann Belgrade |
Strategic Planning Director |
| Danka Hasanovic |
Mccann Belgrade |
Social Media Manager |
| Zorana Stankovic |
Fastbridge |
Social Media Planner |
| Ljiljana Radosavljevic |
Mccann Belgrade |
Head Of Brand Pr |
| Marija Vicic |
I/F Mccann Grupa |
Business Development Director |
| Radisa Kricak |
I/F Mccann Grupa |
Pr Manager |
| Anja Kosanovic |
I/F Mccann Grupa |
Pr Manager |
The Brief
Yugoslav Drama Theatre is one of the most famous regional theatre companies, with repertoire consisting of classical plays interpreted in modern way. The brief was to attract new, young audience, overwhelmed by various online forms of entertainment.
The strategy was to reach the new potential audience where they spend most of their time – on streets and online, by using “language” and formats which they are used to view and share.
Creative Execution
Since our brand is a theater producing classical plays in a modern way, we used their USP in innovative way, by presenting the drama, relevance and excitement of classical plays in simple yet modern way, thus gaining the attraction of the target group. This was the unique way to promote cultural institution, and the media response proved that using the right channel and outstanding creativity, culture can find its way to the headlines, otherwise overcrowded with completely different subjects (politics, crime, cheap popular entertainment, etc.)
Describe the creative solution to the brief/objective.
Disguised actors drove taxi cabs and told their unsuspecting passengers unbelievable “personal stories”about murders, death threats and crazy family issues. Only at the end of the ride, shocked customers discovered that the stories were actually plots from classical plays that are part of the theatre’s repertoire. They were given free tickets for the plays as reward. The events were shot by candid camera and posted online. Thee videos went viral immediately, not just in Serbia but in the whole region of ex-Yugoslavia, becoming the “regional viral block-buster”.
Results
The results were: over 800 000 views on YouTube (considering the number of active Internet users in Serbia, this is more than 25% of Serbia’s online population), thousands of shares on Social Media region-wide, hundreds of media releases (print, TV, online, radio) region-wide and international, all of it in very short time (less than two weeks).
The investment in the project was around 1500 Euros (covering the basic production costs), whereas the return in media coverage exceeded 200 000 Euros.