Royal Swedish Opera Promo, Case study EMOTION PLANNER by DDB Stockholm

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Industry Cinemas, Theatres & Concert Halls
Media Promo & PR, Case study
Market Sweden
Agency DDB Stockholm
Art Director Tove Langseth
Copywriter Olle Langseth
Released April 2010

Credits & Description

Category: Best Use of Online Advertising
Product/Service: OPERA
Date of First Appearance: Apr 19 2010
Entry URL:
Copywriter: Olle Langseth (DDB)
Art Director: Tove Langseth (DDB)
Planner: Karl Wikström (DDB)
Web Producer: Linda Eriksson (DDB)
Account Director: Niclas Melin (DDB)
Account Manager: Lina Svensson (DDB)
Account Manager: Cattis Håkansson (DDB)
Web designer: Josefine Frisenfelt (DDB)
Technical Director: Pontus Kindblad (DDB)
Graphic Designer: Calle Reimers (DDB)
Factor: Anna Hellenborg (DDB)
Media placement: Press Release - Aired On Main News Channel, Swe - 19 April 2010
Media placement: Social Media - Facebook, Twitter - 19 April 2010
Media placement: Online - Site - Campaign Site Emotion Planner ( - 19 April 2010
Media placement: Online - Banners - News Sites - 19 April 2010
Media placement: Print - Outdoor - Stockholm City. Subway. - 19 April 2010
Media placement: Print - Weekly - Weekly - 19 April 2010
Media placement: Event - In The Subway Stockholm - 21 April 2010

Insights, Strategy & the Idea
The Royal Opera is Swedenʼs oldest and most prestigious stage for opera and ballet. But like many cultural institutions, the Royal Opera has had difficulties attracting new and younger visitors.

We wanted to create interest for the Opera, and have more people discover opera and ballet for themselves.

Our idea was based on two main insights.

First: showing the emotional impact of the Operaʼs performances. The Opera offers an emotional journey - an experience out of the ordinary that engages, entertains and relaxes you. We believe the Opera is almost an antidote to everyday life – an opportunity to experience grand emotions, music, song and dance in an overwhelming live performance.

Second, making the Opera more accessible by placing it in a more accessible context. By taking opera out of its formal setting (the opera house) and showing its emotional impact in everyday life, more people could discover its value.

Creative Execution
The solution was to turn our target group’s everyday commute into an emotional journey – letting them sample opera on their way to work. All the 100 stations in the Stockholm subway were renamed and replaced with an emotion. And for every “emotionstation” there was a designated piece of opera music. On the website the “Emotion planner” (mimicking the digital travel planner used by everybody in Stockholm) the target group could enter the emotions they wanted to travel between. And get a playlist of music to enjoy along the way.

In this way, the everyday journey to work turned into an emotional journey! The music was linked to the subway´s timetable in order to match the music and the stations. At posters at the stations, different emotional journeys were presented, each unique for every station. At selected stations, singers and dancers from The Royal Opera were performing the designated emotions live.

Results and Effectiveness
The campaign created a lot of PR for the Royal Opera, both in mainstream media and online, driving the sales of tickets and yearly memberships. Over 20,000 people visited the site and made their own emotional journey. And we had successfully integrated the opera into the Stockholm subway, exposing it to Stockholm’s million of commuters.

By giving the target group the opportunity to “try” opera in a simple, unpretentious way and showing opera’s emotional impact, we made it easier to visit The Royal Opera, and helped the people of Stockholm rediscover the pleasures of ballet and opera.