SOULPEPPER PRESENTS GLENGARRY GLEN ROSS by Proximity Toronto for SOULPEPPER THEATRE COMPANY

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SOULPEPPER PRESENTS GLENGARRY GLEN ROSS

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Industry Cinemas, Theatres & Concert Halls, Business equipment & services, Corporate Image
Media Promo & PR
Market Canada
Agency Proximity Toronto
Executive Creative Director John Gagne Agency Team:
Creative Director Ben Chandler
Art Director Joe Dunning
Copywriter Trent Thompson
Released March 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: SOULPEPPER THEATRE COMPANY
Product/Service: THEATRE PRODUCTION
Agency: PROXIMITY CANADA
Date of First Appearance: Mar 15 2010
Entrant Company: PROXIMITY CANADA, Toronto, CANADA
Entry URL: http://www.getaloadofthis.ca/2011/glengarryglennross/integrated/
Executive Creative Director: John Gagné (Proximity Canada)
Creative Director: Ben Chandler (Proximity Canada)
Copywriter: Trent Thompson (Proximity Canada)
Art Director: Joe Dunning (Proximity Canada)
Media placement: Poster – 3 Executions - Wild Postings Around Toronto - Mid-March, 2010
Media placement: Sidewalk Chalk Art - High-Traffic Sidewalks With Significant Gum Litter - Mid-March, 2010
Media placement: In Restaurant - Steak Knife Wraps - Mid-March, 2010
Media placement: Online Forum Postings - Craigslist Community Even Postings - Mid-March, 2010

Describe the objective of the promotion.
Toronto’s Soulpepper Theatre Company was remounting their 2008/2009 production of David Mamet’s Glengarry Glen Ross. The previous production was successful, but there was concern this restaging might see flat ticket sales.

Older Toronto-area theatre patrons, Soulpepper’s bread and butter, weren’t used to such an intense show. And many of the city’s students – Soulpepper’s secondary audience – saw the show last year.
The group had always depended on word-of-mouth, rave reviews and mailing-list communications. This time, they needed to reach out beyond their usual audience. They needed to do something different and get a more diverse crowd through the box office.

Describe how the promotion developed from concept to implementation.
This play is about harsh men fighting against a harsh reality. It has some of the best writing in modern theatre. So we used it.

In a series of wild-postings, Mamet helped us point out the financial reality of the current recession, ask challenging questions and pose challenges.

Ambient sidewalk art confronted some of our city’s less-hygienic pedestrians.

As much of the play takes place in a restaurant, we put our messaging on the tables of several of Toronto’s eateries – all within walking distance of the theatre.

And we did it all by placing Mamet’s words into everyday situations.

Explain why the method of promotion was most relevant to the product or service.
This is a play about salesmen pulling out all the stops to come out on top. Our solution held true to the character of the play and, in fact, every piece of communication was written, designed and deployed as though the characters themselves were speaking.

We also used Mamet’s voice. His script and its message are challenging, aggressive and blunt. Our creative and media approaches were both just as challenging, aggressive and blunt.

Don’t believe us? We summarised the play on a card wrapped around a steak knife. A theatrical way to drive consumers to a theatrical masterpiece.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Though there are no directly measurable results, the 2009 restaging of Glengarry Glen Ross sold out faster than any other production in Soulpepper’s decade-long history. But perhaps most importantly, nearly 30% of ticket buyers were new to Soulpepper.

As Ricky Roma says, “That’s all I have to say about that.”