MIS MATSCH by Forsman & Bodenfors Gothenburg for GÖTEBORGSOPERAN

MIS MATSCH

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Industry Cinemas, Theatres & Concert Halls
Media Digital, Interactive & Mobile, Case study
Market Sweden
Agency Forsman & Bodenfors Gothenburg
Art Director Pal Eneroth
Copywriter Bjorn Engstrom, Elisabeth Christensson, Leo Magnusson
Designer Marc Eastmond
Account Supervisor Greger Andersson
Released June 2012

Awards

Cannes Lions 2012
PR Lions Media, Arts and Entertainment Silver

Credits & Description

Type of entry: Sectors & Services
Category: Media, Arts and Entertainment
Advertiser: GÖTEBORGSOPERAN
Product/Service: OPERAHOUSE OF GOTHENBURG
Agency: FORSMAN & BODENFORS Gothenburg, SWEDEN
Title: MIS MATSCH
Account Supervisor: Greger Andersson (Forsman & Bodenfors)
Account Manager: Åsa Pedersen (Forsman & Bodenfors)
Art Director: Pål Eneroth (Forsman & Bodenfors)
Copywriter: Björn Engström/Leo Magnusson/Elisabeth Christensson (Forsman & Bodenfors)
Web Producer: Malin Careborg (Forsman & Bodenfors)
Production Company: (Thomson Interactive Media)
Designer: Marc Eastmond (Forsman & Bodenfors)
Describe the campaign/entry
West Side Story is one of the world’s most famous musicals, and deals with the issue of love against all odds.
In Sweden, more than 50% of the population is single. Most of them are between 18 and 30. A group that rarely or never visits the opera.
So we launched mis-match.se, a dating site where you were mismatched with your total opposite. And together, you were invited to see West Side Story. We promoted the site outdoors and in print.
Most newspapers and blogs picked up on the story and effectively spread both the site and West Side Story to the masses.
The end result? The best selling musical in 5 years, over 92% of the seats covered, and nearly 5,000 people who met their mis-match on the site.
Describe the brief from the client
During 4 consecutive years, the musicals at the Gothenburg Opera have been struggling with ticket sales. So our goal was to engage a younger audience to boost ticket sales and at the same time let them experience the Gothenburg Opera.
Why? Most young people have never set their foot at the opera house, and we wanted to change their perception and make them want to visit the Gothenburg Opera.
Another goal set was to sell more than to the previous musical.

Results

The site gave more than 80,000 impressions and almost 5,000 people used the site to find their mis-match in just a few weeks. The biggest swedish newspapers like Svenska Dagbladet, Aftonbladet, Göteborgs-Posten, Metro all wrote about the new dating site.
More importantly, the campaign was also a success when it came to sales. West Side Story was the biggest selling musical in five years with more than 92% of the seats covered, and ticket sales among youths increased with an incredible 62%.

Creative Execution

We launched mis-match.se and spread the site through print ads and and outdoor advertising. We also put specifically made posters and beer tablets in bars with a homogeneous audience.


The Gothenburg Opera is one of Sweden’s largest opera houses, and like most opera houses, the Gothenburg Opera is facing an ageing audience.
Also, Gothenburg has one of the highest rates of singles in Sweden.
Approximately 50% of the population are singles. Most of them are between the age of 18-30, a group that never visits the opera.
Coincidentally, West Side Story deals with the issue of love against all odds.
So we set out to promote West Side Story in a way that generated PR and spoke to a younger audience.


With a lot of single people between the age of 18-30, the need for the Gothenburg Opera to reach out to a younger audience and at the same time promote a musical with a Romeo and Juliet theme, we thought, why not start a dating site, where young people could meet each other? And where we could hand out tickets to the ones who decided to meet in real life?
So to tell young people both about the story behind West Side Story and make them visit the Gothenburg Opera, we started a dating site, mis-match.se, where we promote love against all odds.