Title | PAY PER LAUGH |
Brand | TEATRENEU |
Product/Service | PAY PER LAUGH |
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 |
Jaume Rufach/Marc Sánchez/Nil Murtra |
The Cyranos Mccann |
Copywriters |
Eduard Cubel/Oscar Amodia/Alejandro García |
The Cyranos Mccann |
Art Directors |
Oriol Bombí |
The Cyranos Mccann |
Head Of Strategic Planning |
Alba Riart |
The Cyranos Mccann |
Production Manager |
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 Campaign
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.
Success of the Campaign
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.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
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 the way the world is going is a pretty reasonable price.
At the end of the show each member of the audience could see their account in laughs before paying for it, and even share it on their social networks.
And to avoid any tears over having laughed too much, the maximum payable was 80 laughs or 24 euros.