Title	THE ARTISTIC BABYSITTER
Brand	OPERA/BALLET FLANDERS
Product/Service	ARTISTIC BABYSIT SERVICE OF OPERA/BALLET FLANDERS
Category	C07. Corporate Image & Communication
Entrant Company	HAVAS WORLDWIDE BRUSSELS, BELGIUM
Advertising Agency	HAVAS WORLDWIDE BRUSSELS, BELGIUM

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 Brief

Rejuvenate the audience (current audience = 45+) Express the mission of Opera/Ballet Flanders: making culture&art accessible to a broader audience The strategy was to focus on young parents. We knew they were open for opera/ballet but they couldn't get easily organised for a night out. So we launched a babysit service. We teamed up with sloebersit.be, an existing babysit platform. By adding 'artistic babysitters', we were able to show the mission of the brand even at home of parents. = double win. Because every babysitter committed to passing on some 'culture' to the children at home.

Campaign Success

The execution was relevant because 1. it facilitated a night out for young parents (target audience), making a night of opera/ballet more accessible to them. 2. it got the mission of Opera/Ballet outside the opera/ballet building, into the living room of the target audience. Because with this service, even the children were treated on a portion of 'art' at home. campaign steps: 1. . Three week recruitment fase of artistic babysittes with posters in schools, and with dedicated email to babysitters on existing babysitters platform (sloebersit.be - partner). 2. press conference announcing the service, leading to PR 3. supporting media campaign in banners on owned and partner media. 4. special 'push' banner on ticket page to stimulate using the service while booking a night out. (campaign is still running)

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

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 corporate mission very well; bringing culture to people. Even to children, the audience of tomorrow.

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

Opera/Ballet Flanders' corporate mission is to make art&culture as accessible as possible to a broad audience. With The Artistic Babysitter, we made it possible for young parents to easily enjoy a night of opera/ballet. The service rejuvenated and activated the target The key promotional elements is the service itself. By putting that in the spotlight, we kickstarted a wave of new clients. At the same time, the artistic babysit service was a way to get the brand's corporate mission (making art and culture accesble to a broader audience) across, even until in the living room of the parents; for their children. After all, they are our future audience. So the campaign was not only a promotional service, but also a proof to the corporate mission.