Title | BMW OPERA FOR ALL |
Brand | BMW |
Product/Service | BMW OPEN OPERA: DEVELOPING HIGH-TECH AND SCALABLE SOCIAL PROJECT |
Category |
E07. Use of Music Technology or Innovation |
Entrant
|
BMW GROUP RUSSIA Moscow, RUSSIA
|
Idea Creation
|
BMW GROUP RUSSIA Moscow, RUSSIA
|
Idea Creation 2
|
PICHESKY Moscow, RUSSIA
|
Production
|
PICHESKY Moscow, RUSSIA
|
Production 2
|
MOST CREATIVE CLUB Moscow, RUSSIA
|
Credits
Denis Zaharov |
Pichesky |
Creator |
Evgeniia Boianova |
Pichesky |
Senior Account Manager |
Nikolay Stepanov |
Pichesky |
Director |
Marina Pereguda |
BMW |
Head of Brand Communications |
Ekaterina Pokidova |
BMW |
Event marketing |
Philipp Osadchiy |
BMW |
Digital Manager |
Evgeny Tkach |
MOST |
Director |
Amber Galloway Gallego |
Amber G Productions |
Sign language interpreter |
Why is this work relevant for Entertainment?
It's not common for Russian event management to think about inclusion. Brands spend millions on lighting but nothing on handicapped.
That's why most of the events for the deaf are just for the deaf. And while a lot of agencies try to make social stuff, most of those still separate two groups: still separate handicapped from the rest of society.
Background
"Opera for all" is a global BMW initiative. It's goal is to bring reticent art of opera to masses through a series of free open-air events. Russian BMW unit decided to participate in it as a part of BMW's long-term relations with Bolshoy Theater (the most famous Russian theater).
BMW came to Pichesky to find the new approach to the event and find solution that will amplify the experience in an out-of-the-box way.
Describe the creative idea
You need to hear in order to listen to opera. That's why "Opera for all" appeared to be not actually for all. As far as Russia lacks inclusive events, we wanted to make our initiative available for people with hearing disorders.
Describe the strategy
BMW is globally known as an "art-patron" – it's a part of brands positioning. In Russia we are long-term partners of Garage Museum of Contemporary Arts and Bolshoy Theater. But even though they have a name and reputation, not so many people actually know about that due to popularity of contemporary arts and affordability of Bolshoy.
They needed a HUGE widely-noticeable event that will prove itself as "avaliable for everyone".
"Opera for all" was just the right choice and we needed to amplify the "For all" part.
Describe the execution
• Implementation
We chose Subpacks (mostly used by DJ's and sound engineers) that transform music into vibration. They look like flat backpacks and perfectly fit seat backs, so we installed them there.
Verbal part of opera was made through sign language (as far as russian deaf people have troubles with subtitles). It was performed by Amber Galloway Gallego, who is famous for working with Lana Del Rey, Snoop Dog and others. She is great at showing not just text, but emotions and drama. Her performance was broadcasted on the iPads our guests had.
• Timeline
3 weeks to prepare. 1 day for event.
• Placement
Live event: Teatralnaya square right in front of Bolshoy Theatre – the very city center, few hundred meters away from the Kremlin.
• Scale
> 8000 guest
13 special guest ( deaf and people with various hearing disorders).
Describe the outcome
Website page visitors: 4500 users in 2 days.
• Overall estimated reach – more than 1 mil. (Facebook + Instagram+ YouTube) | Estimated posts count: 420+ on the date of event | On-line stream viewers: 7228 (Facebook and YouTube)
• 40+ publications in tier 1 | 100+ publications in tier 2-3| overall reach 250 mio impressions
• Huge branded screens were on all day, turning one of the most anticipated Moscow cultural sites into BMW DOOH displays.
• The event took place on June 24 right during the World Cup heat, when Moscow was visited by approx. 3 million tourists. BMW took over the Teatralnaya square right in front of Bolshoy Theatre – the very city center, few hundred meters away from the Kremlin.