| Title | GIFORMANCES |
| Brand | KATONA JÓZSEF THEATRE |
| Product/Service | KATONA JÓZSEF THEATRE |
| Category |
B03. CONSUMER SERVICES |
|
Entrant Company
|
Y&R BUDAPEST, HUNGARY
|
|
Advertising Agency
|
Y&R BUDAPEST, HUNGARY
|
Credits
| László Falvay |
Young/Rubicam Budapest |
Creative Director |
| Karolina Galácz |
Young/Rubicam Budapest |
Creative Group Head |
| László Polgár |
Young/Rubicam Budapest |
Art Director |
| Áron Hujber |
Young/Rubicam Budapest |
Art Director |
| Karolina Galácz |
Young/Rubicam Budapest |
Copywriter |
| Ádám Haris |
Young/Rubicam Budapest |
Developer |
| Dániel Somogyi |
Young/Rubicam Budapest |
Digital Producer |
| Rita Marosvölgyi |
Young/Rubicam Budapest |
Content Manager |
| Rita Horváth |
Young/Rubicam Budapest |
Account Executive |
| Péter László |
Young/Rubicam Budapest |
Agency Producer |
| Dávid Lukács |
|
Director Of Photography |
| Tamás Kovács |
|
Director Of Photography |
The Campaign
To reconnect Katona József Theatre with a younger audience, we created a set of emotion gifs.
Youngsters use emotion gifs to express their feelings or reactions online. Therefore, Katona József Theatre gave them a catalogue of emotion gifs, starring the company's most popular actors (who are also celebrities in the country). The gifs express feelings in a fun way, and are ready to be shared on any social platform.
Every 5th person in the country was reached by the campaign.
The Brief
The campaign aimed to engage a young target audience and make the Theatre the most liked, top of mind theatre company in the country. It wanted to make theatre, this ancient Greek invention, relevant for them in a new way.
Results
Every 5th person in the country reached by the campaign.
Over 1 milion impressions of the gifs online.
Over 180 K unique visits in ONE WEEK.
Execution
Giformances is a series of reaction gifs starring the company’s most popular actors, on a microsite. The slogan: "We express your feelings." The gifs were designed to express all kinds of emotions in a fun way. They were ready to be shared on any social platform. They were content and a tool at the same time: they are entertaining and also a convenient set as well for anyone looking to express and emotion online
The Situation
Theatre has fallen out of touch with technology. Katona József Theatre wanted to reconnect with a younger audience, who are online every minute.
The insight: youngsters use emotion gifs to express their feelings or rections online. Therefore, Katona József Theatre gave them a catalogue of emotion gifs, starring the company's most popular actors (who are also celebrities in the country). They express feelings in a fun way, and are ready to be shared on any social platform.
The Strategy
Theatre has fallen out of touch with technology. Katona József Theatre, Hungary’s best contemporary theatre company needed to remain relevant in the eyes of young people, those who are connected and online every minute of the day.
People express their emotions online using emotion gifs. The Theatre needed to be part of that.