| Title | EVERY DAY A PLAY |
| Brand | KATONA JOZSEF THEATER |
| Product/Service | KATONA JOZSEF THEATER |
| Category |
A03. Creative Data Client Strategy |
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Entrant
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YOUNG & RUBICAM BUDAPEST, HUNGARY
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Idea Creation
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YOUNG & RUBICAM BUDAPEST, HUNGARY
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Media Placement
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YOUNG & RUBICAM BUDAPEST, HUNGARY
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PR
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Y&R BUDAPEST, HUNGARY
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Production
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YOUNG & RUBICAM BUDAPEST, HUNGARY
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Credits
| László Falvay |
Young & Rubicam Budapest |
Creative Director |
| Karolina Galácz |
Young & Rubicam Budapest |
Deputy Creative Director |
| Zoltán Visy |
Young & Rubicam Budapest |
Head of Art |
| Áron Hujber |
Young & Rubicam Budapest |
Art Director |
| Rita Horváth |
Young & Rubicam Budapest |
Account Executive |
| Péter Lászó |
Young & Rubicam Budapest |
Agency Producer |
The Campaign
To prove theater is up to date and is about our modern lives, the theater and the creative team worked together and created a mini online play, one minute long, out of the day's most impactful news story.
The fresh news story was chosen in the morning, when it broke. A play, a set and costumes were created real time and the play was uploaded next to the news article that same day.
Number of young adults (born after 1985) who bought a theater ticket online: +137% - this is based on the Theater's online purchase data.
Over 300,000 unique users viewed the plays, in a country of 9,5 million.
Earned media: estimated 50,000 Euros
Every 7th person in the country knows about the campaign.
This campaign used one fresh piece of news every day and created a one-minute, online theater play, covering that story. This way, it made theater as real time as it could be.
In cooperation with the country's most read news portal, Index.hu, the piece of news of the day was chosen in the morning, and at 7 PM, the video covering the story was posted on the same website, next to the piece of news that inspired it, on the main page of the news portal.
DATA GATHERING: the creative team from the theater (a dramaturg and a theater director) and the creative team from the agency chose a news story to be made into a mini play every morning, from Index.hu. We had access to the editors, therefore in certain cases, we did not have to wait for the story to be published, we got verbal confirmation and an outline of what it would be about from the editors.