2015 Branded Content & Entertainment

THE ARTISTIC BABYSITTER

TitleTHE ARTISTIC BABYSITTER
BrandOPERA/BALLET FLANDERS
Product/ServiceARTISTIC BABYSIT SERVICE OF OPERA/BALLET FLANDERS
Category A05. Branded Live Experience
Entrant Company HAVAS WORLDWIDE BRUSSELS, BELGIUM
Contributing Company HAVAS WORLDWIDE BRUSSELS, BELGIUM
Credits
Name Company Position
Vanessa Hendrickx Havas Worldwide Brussels Art Director
Antoine Wellens Havas Worldwide Brussels Copywriter
Ellen Sonck Havas Worldwide Brussels Account Director
Xavier Mansy Havas Worldwide Brussels Animator
Remy Lejeune Havas Worldwide Brussels Web design
Pieter Van Leuven Havas Worldwide Brussels Copywriter
Tom Loockx Havas Worldwide Brussels ECD
Patrice Bosseaux Havas Worldwide Brussels Digital PM
Michel De Graeve Sloebersit.be Partner

The Campaign

Challenge: Attract a younger audience (current audience is +45) Strategy: Focussing on young parents (who are just under the current audience), who are open to go to opera and ballet, but often can't because of their young children. Execution: offering a babysit service to facilitate a night out for young parents; but no ordinary babysitters. We launched the Artistic Babysitters, so the kids at home enjoy a evening of 'culture' too. With this service we didn't only make it easier for parents to go to the opera or ballet, we also provided a branded service that was completely in line with the brand mission of Opera/Ballet Flanders: getting as much people as possible in touch with art and culture. Built up of the campaign: -recruitment of artistic babysitters; in collaboration with partner website sloebersit.be (existing babysit platform). Recruiting was done via targeted posters at schools and targeted email to existing sloebersit babysitters. -adding new artistic babysitters to the platform, and updating existing babysitters to 'artistic' babysitter. -Press conference -followed by banner campaign to tell the public that this service existed; on own and partners media -mechanism to incite people to use the service on the ticket platform

Results after 2 months (only measured in those 2 months, campaign is still running) +31% ticket sales compared to last year audience under 40 grew with 1/3 400 babysitters recruited after 1 month 60% babysitters hired by young parents The campaign was a succes to the client because they made new with this simple service. At the same time, the service proved their mission very well; bringing culture to people.

We launched a babysit service to help young parents to go to a night of opera or ballet. This was no ordinary service, but an Artistic Babysit service, with babysitters committed to a night of 'culture' for the children too, while the parents were enjoying their portion. So the key branded element is the Artistic Babysitter service itself. Opera/Ballet Flanders mission is to share and make accessible culture to a broad audience. The Artistic Babysit service is based on that mission. Parents and children getting in contact with the babysitters got thus in contact with the brand's mission. After all, those children will be the audience of tomorrow. Rather than communicating this with traditional advertising, we chose to put the proof in the pudding. We offered a real 'artistic' experience, to parents by allowing them a night out, to parents by enjoying a cultural evening too.