2012 Results

CAT 24 - Media Innovation - Alternative Media (DM)

BRONZE

DDB Stockholm (SWEDEN)

Opera Tickets, "Opera Soap"24-02754-DM
 

Agency (city): DDB Stockholm

Creative Director(s): Magnus Jakobsson & Fredrik Simonsson

Copywriter(s): Olle Langseth

Art Director(s): Tove Langseth

Design: Elin Skogqvist

Design: Anders Lövgren

Business Director: Maria Lundvall

Account Manager: Tina Munck

Planner: Karl Wikström

Digital Design: Susanna Averpil

Web Developer: Sebastian Ross

Web Developer: Alexander Ekman

Web Developer: Rickard Berggren

Head of Digital Production: Jojo Brännström

Technical Director: Andreas Fabbe

Print Production Manager: Anna Hellenberg

Retouch Artist: Christian Björnerhag

Motion Graphics Artist: Eskil Lundberg

Short explanation

Our solution to turn ”shower singers” into opera visitors was to create a collection of shower soaps under the name ”Opera Soap”. On the bottles of the soaps, three different arias were displayed to make them easy to sing in the shower. The bottle also worked as a ticket to The Royal Opera, so they could compare their ”amateur singing” to the real thing by paying a visit to the opera. The fragrances of the soaps where developed by french perfumers whom were interpreting the different arias into scents. ”Opera Soap” was launched at Åhléns, Swedens largest department store. To promote the launch we used PR, online advertising and the big windows at Åhléns department store.

”Opera Soap” was a success for The Royal Opera in many ways. First of all, we made more than 600 people buying an ”Opera Soap” (which meant 600 sold tickets to seats that otherwise would be empty). ”Opera Soap” was also picked up by 40 of the biggest fashion and beauty blogs in Sweden, and in 11 fashion magazines online and on paper (such as the biggest ones in Sweden Elle and Damernas Värld). All together, ”Opera Soap” gave people that normally doesn´t see opera as something for them to actually pay a visit.

Description

A lot of people don´t have a relationship to opera on stage. Still, opera singing is although a quite widely spread phenomenon – in shower cabins and bathrooms. Because who hasn’t come across opera singing in the shower?
To attract a new audience to the Royal Opera we therefore created a collection of shower soaps under the name ”Opera Soap”. On the bottles of the soaps, three different arias where displayed to make them easy to sing in the shower. The bottle also worked as a ticket to The Royal Opera, so the target group could compare their ”amateur singing” to the real thing by paying a visit to the opera. The fragrances of the soaps were developed by french perfumers whom were interpreting the different arias into scents. ”Opera Soap” was launched at Åhléns, Swedens largest department store.