Concept Review Oparation
Oscar Manfred
Concept Review To evaluate the strength of the Sound of Opera-concept, we decided to conduct two interview with suitable people. The interview’s were based on the same questionnaire (see appendix 14), and includes questions regarding the feel of the concept, its level of innovation and whether or not the interviewees expected it to work. One of the interviewees is a Spanish student, currently studying in Utrecht (henceforth known as intervieweex). The other one is a graduated Spanish architect currently working in Rotterdam (henceforth known as intervieweey). The interviewees were chosen because of their perspective as international people living in the Netherlands. The interviews were not conducted in a very strict style, but rather focused on getting a discussion going. Therefore, the interview was simply divided into six areas of interest:
• Target Group • Concept • Silent Disco • Video • Abri Posters • Social Media The interviewees got the concept explained to them, as well as getting the visualizations shown to them. Afterwards, the interviewers asked questions regarding the six areas of interest and started discussing the concept as a whole. The notes from the interviews can be found in appendix 12.
It can be concluded from the interviews that there are both positives and negatives regarding the campaign in the eyes of the target group. Both interviewees really liked the overall idea of using sound in advertising. Both of them were really excited about the idea of silent discos and the use of headphones at bus stops, but were also quite critical of the idea with videotaping the silent disco. If there is one thing to take into account, however, it should be the social media campaign. Both interviewees did not care much for the selfie-aspect of the campaign, and that it would be best to revise it in some way.
Intervieweey
TARGET GROUP Being a part of the target group, she believes that this sort of interactive campaign could work. To her, Rotterdamese people are quite open to these new types of advertising. Even though she says that advertising isn’t one of her prime interests, she still discusses innovative ad campaigns with her friends whenever she sees them. CONCEPT She really liked the underlying idea of using sound as an advertising tool. She couldn’t really recall seeing anything like it before, which made her quite excited about the whole thing. SILENT ‘OPERA’ DISCO Speaking of silent disco’s as a concept in itself, she was very positive. “I’ve been to several [silent discos], and it’s such a weird thing, but really funny. Especially when there are different channels to choose from, so you are dancing to one type of music while others are listening to something completely different“, she added, but was slightly worried of how people would react to listen to opera in this way, saying: “Maybe people will just hear that its opera and turn it off“. VIDEO - SILENT ‘OPERA’ DISCO While she thought that some kind of documenting of the silent disco event was necessary to reach a lot of people, she didn’t really think that a video was a great idea. “Wouldn’t it really be just a video of people standing around in silence?“. Maybe it would be better, she
pondered, to do the silent disco in a less “silent“ way, with speakers instead, so it would make more sense to videotape it. ABRI POSTERS The interviewee was very excited by the combination of visuals and sound, and the fact that she would get a preview of the performances just by plugging in her headphones while waiting for the bus. “Here, it makes more sense to use the “silent disco“-type of thing“, she said. However, she suggested that maybe the posters shouldn’t be posters at all, but rather screens showing a videotaped performance, as it would “probably be more interesting for people”. SOCIAL MEDIA She herself doesn’t use social media to a large extent, so she was understandably a bit doubtful about the whole thing. After discussing it, she understood however, that it probably is needed to add some sort of interaction into the campaign. She was very suspicious about the fact that people were encouraged to take selfies of themselves why listening to the abris. “Selfies are dead“, she bluntly exclaimed, and added: “I don’t“ ever take selfies, unless for special occasions”. Therefore, she suggested that, if there is to be a social media campaign, it should focus on something more creative that selfies. She explained how she likes to be challenged more, when it comes to these things, and explained: “Maybe there could be some sort of contest where we are asked to create something? Then maybe people are more excited about joining.“
Lisa Schneider - 1588300 Oscar Manfred - 1685299 Raquel Palla Lorden - 1638085 Sora Woo - 1685211