| Title | EVERY DAY A PLAY |
| Brand | KATONA JOZSEF THEATER |
| Product/Service | KATONA JOZSEF THEATER |
| Category |
C06. Response / Real-time Activity |
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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.
Execution
First, every day int he morning, the creative team and the theater's creative team, a dramaturg and a director, chose a story and wrote a one-minute screenplay. Then, actors were chosen for roles, set and costumes were briefed.
The set was created out of modular pieces, created only for this campaign. A different visual arrangement was created for each play.
The play was rehearsed, then recorded, and finally, a video was produced.
The video was uploaded back to the news portal Index.hu, on the main page, next to the original news story article, within 7-8 hours of the news story coming out.
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.
The Situation
This campaign used one fresh piece of news every day and created a one-minute, online theater play, covering that story. It was created from the most news worthy material and turned it into more news worthy material, with a business purpose.
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.
The Strategy
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.
The best way to show theater is fast to react and relevant to today was to react to the freshest news and to create a "real time" theater.