| Title | EVERY DAY A PLAY |
| Brand | KATONA JOZSEF THEATER |
| Product/Service | KATONA JOZSEF THEATER |
| Category |
A05. Use of Real-time Data |
|
Entrant
|
YOUNG & RUBICAM BUDAPEST, HUNGARY
|
|
Idea Creation
|
YOUNG & RUBICAM BUDAPEST, HUNGARY
|
|
Media Placement
|
YOUNG & RUBICAM BUDAPEST, HUNGARY
|
|
PR
|
Y&R BUDAPEST, HUNGARY
|
|
Production
|
YOUNG & RUBICAM BUDAPEST, HUNGARY
|
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
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 who bought a theater ticket online: +137% This is based on the theater’s online ticket 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 can 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.
Every day from 7 to 9, the freshest news story with the biggest impact was chosen by the creative team from the news stories of Index.hu, the country's biggest news portal.
In cooperation with the journalists, the team got verbal description of the news stories that were planned to come out that day from the editors of Index.hu in advance.