2 | ROYAL OPERA HOUSE CAMPAIGN
ROYAL OPERA HOUSE The Royal Opera, under the direction of Antonio Pappano, is one of the world’s leading opera companies. Based in the iconic Covent Garden theatre, it is aimed to enrich people’s lives through opera and ballet and renowned for its outstanding performances of both traditional opera as well as commissioning new works by today’s leading opera composers. Some of the most famous singers of all time have performed with the Company including Plácido Domingo. The Royal Ballet, founded in 1931 led by Director Kevin O’Hare, is Britain’s largest ballet company. The Company has a wide-ranging repertory showcasing the great classical ballets, heritage works from Founder Choreographer Frederick Ashton and Principal Choreographer Kenneth MacMillan, as well as new works by the foremost choreographers of today. Access is a key issue for the Company and its work is seen not just at the Royal Opera House but via televised and cinematic performances, outdoor Big Screen performances, international touring and through the work of the Company’s Education Department. 3 | ROYAL OPERA HOUSE CAMPAIGN
THE TASK Come up with a creative concept or idea that dispels the preconceptions and celebrates the beauty and emotion that ballet brings to the stage, something that challenges our target audience to look at ballet as an art form that could be a new love in their lives. We are always doing something new on stage and we want you to help us do something new off-stage to communicate it to young people. We’d like to you show them that ballet as an art form isn’t what they think is it – and moreover that it is for them.
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WHY BALLET? Ballet can be exciting and alive and a thrill to watch - it’s everything from graceful and beautiful to violent and passionate. Ballets may have been created for the Royal Courts of Europe many, many years ago, but new ones are being created all the time – it’s a modern and energetic artform. Because it deals with the big human themes – life, love, death, loss, passion, joy, anger, humor – it’s relevant to everyone, and everyone can understand it. Ballets can draw from a wide range of influences from fashion to literature and rock/pop music to full orchestral work. There are no rules.
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TARGET GROUP CURRENT AUDIENCE: GENERATION X VS. TARGET GROUP OF THE NEW CAMPAIGN: MILLENNIALS
Millennials have come of age during a time of technological change, globalization and economic disruption. That’s given them a different set of behaviours and experiences than their parents. The old way of marketing is not enough anymore in order to awaken Millenials’ interest. Young generation has different worldviews and priorities. They are seeking for the creativity and the inspiration from the surroundings.
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Let us introduce you to our persona Emma. Emma is 25 years old, currently living in London. She has just graduated with BA diploma from Language University with French as the major language. She hasn’t found job connected with her education yet that’s why she keeps working in an art café part-time. She’s interested in fashion, art and books. Emma is out-going and easily makes friends. She has a boyfriend who shares the same interests and hobbies as she does. Both of them enjoy discovering new aspects of culture. They visit exhibitions, museum and various cultural events regularly. They enjoy gigs and parties with friends as well. 9 | ROYAL OPERA HOUSE CAMPAIGN
STRATEGY CANVAS For the positioning of the opera house and comparison with other kinds of entertainment a strategy canvas was chosen as a tool to explore the market. As „competitors� cinema and other kinds of entertainment such as concerts and festivals were chosen. Different aspects were chosen when comparing following kinds of entertainment; price, length, availability, cultural value, the formal/casual aspect of the event, frequency and the age of the visitors.
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CONVENTIONS Ballet is old fashioned, filled with tutus, musically dry, stuffy, formal and traditional and not relevant to contemporary life Ballet is for the wealthy middle England and old people, not ‘people like me’ You have to understand the language of choreography to understand or enjoy it There are certain accepted opinions about ballet, and open interpretation or appreciation of it is not welcome Ballet is just men in tights and ladies en pointe pretending they are in a fairy-tale Ballet is mainly for girls 12 | ROYAL OPERA HOUSE CAMPAIGN
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DISRUPTIONS Showing young ballet dancers in order to create younger perception of the ballet art Student discounts, showing that you pay for the value and unique experience Showing it is more about emotions, fully giving yourself for the experience Encourage public discussion about ballet → celebrity endorsement It’s more about technique than outfit → posters showing skills Every of us has imagination regardless of the gender
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SOCIAL MEDIA Currently running official accounts on most of the social media platforms, very active presence. Role on these platforms are: showing behind the scenes photos, videos and interesting sneak-peaks to the Royal Ballet’s life. Also used for communicating information about seasons, ticketing and other more official announcements. The main aim is to keep in touch with the audience, trying to build a relationship outside the Royal Opera House. Royal Opera House is already active on social media platforms with a nice number of people following, subscribing, liking them. Due to this, the most fitting platform for the campaign would be using these channels. What supports this idea more than the clear research both primary and secondary showing that the target group (age 20-30, millennials) uses social media on a daily basis for entertainment, getting information and of course socializing. Social media platforms are the perfect choice to communicate with this age group. Since they already have the accounts, the campaign would focus on engaging more followers with fresh, reorganized content, make a more target group focused communication on these platforms. Important to keep the platforms linked, in a sense of showing similar information, but in different ways, using them simultaneously. With curating these platforms the target group can look for reviews and get a beforehand image of the Royal Opera House, get inspired and with one click buy a ticket. Creating content from traditional media. 16 | ROYAL OPERA HOUSE CAMPAIGN
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SNAPCHAT
It is one of the main campaign element, creating a geofilter (filter available to a specific area) makes brand awareness and content. -Nutcracker filter: nutcracker head with royal ballet text. -Ballerina filter: with music, making the person pretty targets women, they like filters that make them flawless. -Story: dancer takeover for a day, behind the scenes, before show, during show 18 | ROYAL OPERA HOUSE CAMPAIGN
CAMPAIGN The campaign for the Royal Opera House has one simple task; break the misconceptions and stereotypes about ballet that most millennials believe. By using quotes of different stereotypes about ballet and images in the background that express the real truth, we want to make millennials and other age groups think and open their minds. The main platforms used for this campaign will be the social media accounts of the Royal Opera House and traditional media such as city light vitrines within the London area and advertisement in public transport. The campaign consists of 6 different visuals that can be used as actual posters as well as Instagram/Facebook posts and 3 short videos intended for social media only.
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TIMING
The campaign would use the most known ballets for its effectiveness. The target group might not know the whole line up of a ballet season, but based on secondary research they know ‚The Mad Hatter’s Tea Party’ and most definitely they know ‚The Nutcracker’. Using this knowledge the campaign takes time before and during ‚the Nutcracker’ season, while they are performing it. Thes season is announced around April, but following previous year’s schedule, ‚The Nutcracker’ will be on from the last week of November until the middle of January and ‚The Mad Hatter’s Tea Party’ is from December until January. This time period is perfect to target the audience through various channels using these ballets. Various campaign elements will be presented 2 months prior the premier and during the showing. Such as online and traditional media. The elements would create brand awareness and content.
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CELEBRITY ENDORSEMENT Using celebrities and bloggers to create an engagement with the product/service has been proven as a good strategy over the years. Millennials create a huge following for bloggers and youtubers because they create a sense of community and the relationships between the viewers/readers and the youtuber/blogger have a sense of friendship. Therefore using youtubers as an extension of our campaign will have much better impact on our target group than using celebrities such as actors and singer who are considered less as “friends” but more as idols to this target group. It is more believable when youtubers/bloggers promote something they genuinely enjoy themselves and would recommend to others. Therefore two youtubers who are based in London, UK were chosen for our campaign to spread the word about the experience of going to see a ballet play in the Royal Opera House. Our vision is to give the youtubers free tickets to see one of the ballet plays in the Royal Opera House that they would enjoy the most and then create a content on their platforms to talk about their experience. Since we are using fashion/lifestyle youtubers we want them to introduce to their viewers how they get ready for this experience in a form of a “Get Ready With Me” video. Through this video, the dress code and the etiquette when planning a visit of the Royal Opera House or any event of such level. The youtubers we have chosen have a decent following both on their youtube channels and their social media platforms. The main requirements when choosing these individuals was that they fit our target group and our “customer persona”, their following is of the age of our target group and that their following is not so high that it would be difficult to reach out to them. Both of these women are very inspirational women figures. 26 | ROYAL OPERA HOUSE CAMPAIGN
-26 years old, lives in London -in relationship, lives with her boyfriend and a dog -originally from Canada -fashion/lifestyle/beauty blogger and youtuber -also has a vlog channel on youtube where she captures her life -wrote a book called “Bloom” this year
ESTÉE LALONDE 1 158 000
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-26 years old, lives in London, UK -engaged, pregnant with her first child -fashion/lifestyle/beauty youtuber and blogger -vlogs her daily life on her second channel -lives with her fiancé with whom she owns their fashion brand Novem & Knight
SAMANTHA MARIA
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