SCHAUSPIEL FRANKFURT Promo, Case study LIGHT AT THE END OF THE TUNNEL by Atelier Markgraph Frankfurt, Martin Professional

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LIGHT AT THE END OF THE TUNNEL

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Industry Cinemas, Theatres & Concert Halls
Media Promo & PR, Case study
Market Germany
Agency Atelier Markgraph Frankfurt
Agency Martin Professional
Released April 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: SCHAUSPIEL FRANKFURT
Product/Service: THEATRE
Agency: ATELIER MARKGRAPH
Agency: MARTIN PROFESSIONAL
Date of First Appearance: Apr 10 2010
Entrant Company: ATELIER MARKGRAPH, Frankfurt, GERMANY
Media placement: Installation - Willy-Brandt-Platz Underground Station, Frankfurt Am Main (Germany) - 10.04.2010 / Some Days

Insights, Strategy & the Idea
During the Light and Culture Festival ‘Luminale 2010’, the Schauspiel Frankfurt theatre wishes to announce its upcoming season’s programme in public. The Schauspiel Frankfurt is situated in the City centre of Frankfurt. But how do you attract the interest of passengers and passers-by in the midst of the daily commuter flow to the Schauspiel Frankfurt and their plays? How can the fascination of theatre become noticeable in a public space?

Creative Execution
The Willy-Brandt-Platz underground station becomes a stage for an interactive text-based play – with passers-by as the actors of the current plays of the Frankfurt theatre. In keeping with US sociologist Erving Goffmann’s credo “We are all actors”, human interaction takes centre stage in the installation. Passers-by can activate quotes taken from the current plays. By stepping on one of the ‘role fields’ on the floor, they can trigger lighting, LEDs and sound – and enter into dialogue with their fellow participants.

Results and Effectiveness
The staging in the underground station Willy-Brandt-Platz developed into the most popular attraction of the Light and Culture Festival Luminale 2010. Many passers-by lingered on-site for up to an hour. In 2010 the Schauspiel Frankfurt increased its audiences. In the second season the capacity utilisation was at 81 per cent. This is six per cent more than between October and January of the early season. In December the theatre was utilized to 87 per cent of capacity and recorded the highest revenue in ticketing in history of the Schauspiel Frankfurt. The number of subscriptions increased over a 1000 or 32 per cent within a half a year.