The Folkoperan Opera House DM FOLKOPERAN IN LOVE by Lowe Brindfors Stockholm

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Industry Cinemas, Theatres & Concert Halls
Media Direct marketing
Market Sweden
Agency Lowe Brindfors Stockholm
Director Daniel Lundh
Art Director Kalle Dos Santos
Copywriter Stefan Pagreus
Producer Erik Kockum
Account Supervisor Pelle Holm
Released February 2011

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: FOLKOPERAN
Product/Service: OPERA
Date of First Appearance: Feb 25 2011
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Art Director: Kalle dos Santos (Lowe Brindfors)
Copywriter: Stefan Pagreus (Lowe Brindfors)
Account Supervisor: Pelle Holm (Lowe Brindfors)
Account Manager: Tina de Geer (Lowe Brindfors)
Graphic Designer / Typographer: Margaretha Ekstrand-Almér (Lowe Brindfors)
Calligrapher / Illustrator: Jonas Rathsman
3D: Daniel Uppling (Bildinstitutet)
Retouch: Roland Lindgren (Bildinstitutet)
Art Buyer: Caroline Agné (Lowe Brindfors)
Agency Producer: Sofia Bellini (Lowe Brindfors)
Production Company: Snask FIlm (Snask Film)
Producer: Erik Kockum (Snask Film)
Director: Daniel Lundh (Snask film)
Director of Photography: Oskar Lundgren (Snask film)
Post Production: Snask Film (Snask Film)
Sound: Red Pipe (Red Pipe)
Music Producer: Magnus Frykberg
Studio Assistant: Hannah Nachemson (Lowe Brindfors)
Studio Assistant: Patricia Miodek (Lowe Brindfors)
Studio Assistant: Markus Hård (Lowe Brindfors)
Media placement: DM/VIP Invitation - By Post - 25 February 2011
Media placement: Ads - Daily Newspaper; Dagens Nyheter, SvD - 9 March 2011
Media placement: TVC - Cinema, Rigoletto - 11 February 2011
Media placement: Events - At The Cinema Rigoletto - 11 February 2011
Media placement: Flyers/Invitations At Events - At The Cinema Rigoletto - 11 February 2011

Describe the brief/objective of the direct campaign.
Folkoperan is a small independent opera house in Stockholm.
They receive grants from the Swedish national Council for Cultural affairs, Stockholm county and Stockholm city, Therefore it’s important to awaken interest on the part of existing and potential sponsors, journalists and other opinion-leaders within the cultural establishment to attend the premier, so that there’s a buzz about the operetta on TV and other media.
To promote that Folkoperan run two operas every other day.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
-Invitations in the form of a poetic love letter were sent to press and opinion makers. Typed, perfumed and filled with rose petals.
-Posters and magazine ads showed tenderly entwined instruments.
-And for the cinema promotion, the weekend before the premier, the instruments went even further in showing their affection. In the crescendo of the film, the cast from the opera – sitting with in the audience pretending to be regular cinema goers – stood up and sang and handed out invitations

Explain why the creative execution was relevant to the product or service.
This spring they played two classic operas about love: The Marriage of Figaro and the Elixir of Love. The two operas were promoted with one integrated campaign – Folkoperan in love..

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
All 589 seats where filled at the opening nights. The opera got a lot of attention in press.