The Royal Opera House Promo, Case study DANNY KNOWS BEST by Adjust Your Set

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Industry Cinemas, Theatres & Concert Halls
Media Promo & PR, Case study
Market United Kingdom
Agency Adjust Your Set
Creative Director Will Barnett
Released October 2010

Credits & Description

Category: Best Use of Online Advertising
Product/Service: BALLET & OPERAS
Date of First Appearance: Oct 16 2010
Entry URL:
Chief Executive Officer: Chris Gorell Barnes (Adjust Your Set)
Creative lead: Oliver Elmes (Adjust Your Set)
Chief Operations Officer: Nick Hajdu (Adjust Your Set)
Creative Director: Will Barnett (Adjust Your Set)
Head of Channel Management: Stuart Stubbs (Adjust Your Set)
Media placement: Online Video Campaign 3 Episodes - Own Website - October 14th, 2010
Media placement: Online Video Campaign 3 Episodes - Managed Syndication To Video Sharing Sites And Partners - October 14th, 2010
Media placement: Online Video Campaign 3 Episodes - Viral Distribution Via Social Media - October 14th, 2010

Insights, Strategy & the Idea
*To make people re-evaluate The ROYAL OPERA HOUSE productions
*To attract a new, younger audience.
* Increase ticket sales.

Opera and Ballet have a perception problem. To the main stream they are perceived to be elitist, expensive and lacking in relevance and their audience is steadily dwindling.

The Royal Opera House needed a new way to reach a new audience in a format they would accept, share and interact with.

We created an online chat show in the form of popular daytime show, Jerry Springer, that we knew would appeal to the target demographic.

Taking the extraordinary tales found in opera we transformed them into 3 webisodes; Cinderella 'I'm a slave in my own home', Romeo & Juliet 'My racist father is holding me back' , Rigoletto "I'm sleeping with my father's boss behind his back'.

Taking classic stories and reinterpreting them in this way, we democratised the operatic experience.

Creative Execution
We created an online chat show in the style of Jerry Springer with the characters and story lines based on popular operas and ballets, called Danny Knows Best. The scenarios were shot in front of a live studio audience unaware that the featured characters were, in fact, actors.

The show was broadcast via a website designed in the style of a typical low-rent TV show and distributed across various platforms on the web, this included video aggregation sites, syndicated channels including a social media (Facebook & Twitter). The show was fully interactive with 'Boo' and 'Cheer' buttons.

After watching each episode, the viewer is invited to watch the uncensored version.

By doing so, a new window reveals the ROYAL OPERA HOUSE landing-page where the viewer was told they have been watching stories from Opera and Ballet and offered introductory rates to experience the real thing at the opera house.

Results and Effectiveness
Please see panel below