| Title | PAY PER LAUGH |
| Brand | TEATRENEU |
| Product/Service | PAY PER LAUGH |
| Category |
B04. TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS) |
|
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 |
| Eduard Cubel/Oscar Amodia/Alejandro García |
The Cyranos Mccann |
Art Directors |
| Jaume Rufach/Marc Sánchez/Nil Murtra |
The Cyranos Mccann |
Copywriters |
| 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 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.
This is why Pay Per Laugh was born: the first comedy theatre where you only pay for the laughs you get. To do this we installed facial recognition software in each seat to detect every smile and count them. Instead of paying in advance for comedy with no guarantee of it being minimally funny, we thought of paying at the end and only for the laughs you got, at 0,30 euros per laugh.
Describe how the promotion developed from concept to 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.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
Because it solved the client´s problem.