Title	UNSHARED
Brand	FOLKOPERAN
Product/Service	OPERA
Category	B04. TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS)
PR Agency	PRIME Stockholm, SWEDEN
Entrant Company	PRIME Stockholm, SWEDEN

Name	Position
Viktor Waldås/Graphic Designer/Prime
Julia Sebesteny/Creative/Prime
Ingrid Sydow/Creative/Prime
Olle Thunberg/Digital Creative/Prime
Shirin Hirmand/Account Director/Prime
Pär Thunberg/Web Developer/Bärnt/Ärnst

The Brief

Dwindling ticket sales and an aging audience have has become a serious problem for Folkoperan. So the objective for the campaign twofold: 1) increase awareness about Folkoperan within a younger target audience and 2) increase ticket sales for the St Matthew Passion compared to the play the previous year.

Describe how the promotion developed from concept to implementation

In Folkoperan’s version of the St Matthew Passion, Jesus suffering has been replaced by life stories of real people. Today we share more of our lives than ever through social media. But we only share the happy and curated bits. Failed relationships, family problems or feelings of inadequacy we keep to ourselves. So our strategy was to let the audience experience and explore the same candidness that the cast does in the play. We took the main theme of sharing personal stories and set it in a modern context that would be more relatable to a younger audience.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 500 people shared their innermost secrets on the website, everything from shoplifting as an adult to accidentally falling asleep on a their parrot and killing it. Folkoperan’s fan base grew by 20% on both Facebook and Twitter. Media reach was 5,8 million (on a 9 million market). But more importantly the number of sold seats grew from 37 to 90 percent from previous year, making the St Matthew Passion Folkoperan’s most successful spring launch ever.

Explain why the method of promotion was most relevant to the product or service

Through the digital hub ”Unshared” we encouraged people to anonymously submit their own secrets in 140 characters, and by doing engaging a younger target audience and gaining their attention about the play and the opera house itself. At the theatre the audience could write down their unshared secrets on a note and leave it in a box in the lobby. After every show the box of secrets was posted on the hub, as well as on Folkoperan’s Twitter in order to fuel the buzz about the show and drive traffic to the hub for people to buy tickets online.