Opera & Ballet Flanders: The artistic babysitter

Credits & Description:

Brand: Opera & Ballet Flanders
Media: Ambient
Category: Recreation & Leisure
Agency: Havas
Geo: Belgium
Client: Opera/Ballet Flanders
Product: Artistic Babysit Service Of Opera/Ballet Flanders
Entrant: Havas Worldwide Brussels, Belgium
Title: The Artistic Babysitter
Product/Service: Artistic Babysit Service Of Opera/Ballet Flanders
Entrant Company: Havas Worldwide Brussels, Belgium
Advertising Agency: Havas Worldwide Brussels, Belgium
Art Director: Vanessa Hendrickx (Havas Worldwide Brussels)
Copywriter: Antoine Wellens (Havas Worldwide Brussels)
Account Director: Ellen Sonck (Havas Worldwide Brussels)
Animator: Xavier Mansy (Havas Worldwide Brussels)
Web design: Remy Lejeune (Havas Worldwide Brussels)
Copywriter: Pieter Van Leuven (Havas Worldwide Brussels)
ECD: Tom Loockx (Havas Worldwide Brussels)
Digital PM: Patrice Bosseaux (Havas Worldwide Brussels)
Partner: Michel De Graeve (Sloebersit.be)
The Brief
Rejuvenate the audience (current audience = 45+)
Express the mission of Opera/Ballet Flanders: making culture&art accessible to a broader audience
The strategy was to focus on young parents. We knew they were open for opera/ballet but they couldn't get easily organised for a night out. So we launched a babysit service. We teamed up with sloebersit.be, an existing babysit platform. By adding 'artistic babysitters', we were able to show the mission of the brand even at home of parents. = double win.
Because every babysitter committed to passing on some 'culture' to the children at home.
Campaign Success
The execution was relevant because
1. it facilitated a night out for young parents (target audience), making a night of opera/ballet more accessible to them.
2. it got the mission of Opera/Ballet outside the opera/ballet building, into the living room of the target audience. Because with this service, even the children were treated on a portion of 'art' at home.
campaign steps:
1. partnership with existing babysit platform: sloebersit.be
2. Three week recruitment fase of artistic babysittes with posters in schools, and with dedicated email to babysitters on existing babysitters platform (sloebersit.be - partner).
3. press conference announcing the service, leading to PR
4. supporting media campaign in banners on owned and partner media.
5. special 'push' banner on ticket page to stimulate using the service while booking a night out.
(campaign is still running)
Describe the success of the promotion with both client and consumer including some quantifiable results
Results after 2 months (only measured in those 2 months, campaign is still running)
+31% ticket sales compared to last year
audience under 40 grew with 1/3
400 babysitters recruited after 1 month
60% babysitters hired by young parents
The campaign was a succes to the client because they made new with this simple service.
At the same time, the service proved their mission very well; bringing culture to people.
Explain why the method of promotion was most relevant to the product or service
The Artistic Babysitter made it possible for young parents to easily enjoy a night of opera/ballet. The service rejuvenated and activated the target
The key promotional elements is the service itself. By putting that in the spotlight, we kickstarted a wave of new clients.
At the same time, the artistic babysit service was a way to get the brand's mission (making art and culture accesble to a broader audience) across, even until in the living room of the parents; for their children. Because each babysitter committed to pass some 'art' activity to the kids during babysitting.