BURGTHEATER Case study THEATRE TRAILER by Demner, Merlicek & Bergmann

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Industry Cinemas, Theatres & Concert Halls
Media Case study
Market Austria
Agency Demner, Merlicek & Bergmann
Director Annette Raffalt
Creative Director Claudia Strauß
Art Director Mag. Francesco Bestagno
Copywriter Werner Buehringer, Alexander Hofmann, Isabelle Stadler
Producer Dieter Lempke
Released April 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Product/Service: THEATRE
Agency: DEMNER
Creative Director: Francesco Bestagno (DEMNER, MERLICEK & BERGMANN)
Creative Director: Alexander Hofmann (DEMNER, MERLICEK & BERGMANN)
Creative Director: Claudia Strauß (DEMNER, MERLICEK & BERGMANN)
Art Director: Francesco Bestagno (DEMNER, MERLICEK & BERGMANN)
Copywriter: Isabelle Stadler (DEMNER, MERLICEK & BERGMANN)
Copywriter: Werner Buehringer (DEMNER, MERLICEK & BERGMANN)
Copywriter: Alexander Hofmann (DEMNER, MERLICEK & BERGMANN)
Film/Photo: Cornelia Huber (DEMNER, MERLICEK & BERGMANN)
Client Service: Alexander Hofmann (DEMNER, MERLICEK & BERGMANN)
Filmproduction: Close-Up
Producer: Dieter Lempke (Close up)
Camera: Michael Kaufmann (Close up)
Camera: Martin Bauer (Close up)
Agency Producer: Eva Hessler (Close up)
Director: Annette Raffalt (Close up)
Music: Parviz Mir-Ali
Media placement: Live performance - none/ Main Stage Burg Theatre - 23.04.2012

Describe the objective of the promotion.
The Burg Theatre is one of the most prestigious stages worldwide. Nearly all of its classical plays are hugely successful, long-running and have many fans which are mostly middle to upper class 45-65 year-olds and rather conservative. So they only see plays they know. And that they think are worthwhile.

When the Burg was about to stage 'The Trojan Horse', a play that had never been performed before, these audiences were sceptical – they did not know what to expect. So we were asked to promote it and excite the Burg’s audiences about it – before it even opened.

Describe how the promotion developed from concept to implementation.
We wanted to counter the scepticism by letting audiences experience what 'The Trojan Horse' was about. Not just tell them. So we decided to confront them with the play itself – in the form of a trailer. This trailer was developed in co-operation between the agency and the Burg theatre crew like a real production. Scenes, texts, music, light design, animations, everything was developed together. And then finally performed live before a sold out 'What you will'.

Explain why the method of promotion was most relevant to the product or service.
It solved a problem for the theatre inside the very theatre, in a highly theatrical way, building on the strengths of the theatre – its fantastic actors and directors. It entertained, surprised and educated the audience. As theatre should.

Describe the success of the promotion with both client and consumer including some quantifiable results.
For the audience it was an experience. It was all they talked about at intermission and at the Burg’s bar afterwards. For the Burg it raised the awareness of the play. Of which all shows were sold out 5 days later. 10 days before the play even opened.