2012 Results

CAT 29 - Promotions & Incentives (PIE)

SILVER

DDB Stockholm (SWEDEN)

Royal Opera in Stockholm, "Opera Soap"29-03141-PIE
 

Agency (city): DDB Stockholm

Creative Director(s): Magnus Jakobsson & Fredrik Simonsson

Copywriter(s): Olle Langseth

Art Director(s): Tove Langseth

Designer: Elin Skogqvist

Designer: 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

Technical Director: Andreas Fabbe

Head of Digital Production: Jojo Brännström

Print Production Manager: Anna Hellenberg

Retouch Artist: Christian Björnerhag

Motion Graphics Artist: Eskil Lundberg

PR Agency: Golin Harris

Short explanation

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.

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.

Description

Tickets to the Royal Opera in Stockholm