WAITING by Demner, Merlicek & Bergmann for BURGTHEATER

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WAITING

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Industry Cinemas, Theatres & Concert Halls
Media Promo & PR
Market Austria
Agency Demner, Merlicek & Bergmann
Art Director Claudia Strauss
Copywriter Alexander Hofmann
Released December 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: BURGTHEATER
Product/Service: THEATRE
Agency: DEMNER MERLICEK & BERGMANN
Date of First Appearance: Dec 4 2009 12:00AM
Entrant Company: DEMNER MERLICEK & BERGMANN, Vienna, AUSTRIA
Creative Director, Art Director: Francesco Bestagno (Demner, Merlicek & Bergmann)
Copywriter: Alexander Hofmann (Demner, Merlicek & Bergmann)
Art Director: Claudia Strauss (Demner, Merlicek & Bergmann)
Account Manager: Maria Obermayer (Demner, Merlicek & Bergmann)
Media placement: Event & Field marketing - Promotion activity at Vienna Airport - 4th Dec. 2009

Describe the objective of the promotion.
Vienna’s Burg Theatre is not only the most important theatre in Austria, it is one of most respected stages in the world, which is often frequented by foreigners...as Vienna is mostly visited by culture-tourists. On December 5th a new production of Samuel Beckett’s 'Waiting for Godot' premiered. The Burg wanted to advertise this also to educated high class tourists who were in Vienna at that very time, in an intelligent and subtle way.

Describe how the promotion developed from concept to implementation
As a cultural institution, the Burg doesn’t have a huge marketing budget. And tourists are not a big enough group to run ads in other countries or posters all over Vienna. So we met them where most affluent tourists pass by: the arrivals hall of Vienna International Airport, where they first look for their greeters holding signs with their names on them. Even though we didn’t have money, we had actors, whom we placed with Burg Theatre branded signs amongst these greeters bearing the name: Godot. And there they waited for hours.

Describe the success of the promotion with both client and consumer including some quantifiable results
Even though there were still quite a few tickets available for every performance after the advance sale, 'Waiting for Godot' was sold out every single night. With costs of 7 Euros for petrol and 1,50 Euros for the signs. The actors were free as they were extras working for the Burg anyway.

Explain why the method of promotion was most relevant to the product or service
The promotion went where the target audience arrived and staged the product ('Waiting for Godot') perfectly within the parameters of that setting by using people who would wait anyway and simply let them wait for Godot. It was also done in a subtle way so that affluent tourist could discover the message instead of being confronted with it...just like the play itself does.