TEATRE NEU Case study PAY PER LAUGH by McCann Barcelona
TEATRE NEU: PAY PER LAUGH
Awards:
| Cannes Lions, 2014 | ||
|---|---|---|
| CYBER LIONS | Brand Environments: Live Events | SILVER |
| DIRECT LIONS | Direct Marketing: Digital & Social: Use of Other Digital Platforms | BRONZE |
| DIRECT LIONS | Strategy: Acquisitions | BRONZE |
| DIRECT LIONS | Product & Service: Travel, Entertainment & Leisure | BRONZE |
| MEDIA LIONS | Digital & Social: Use of Mobile Devices | BRONZE |
| MEDIA LIONS | Use of Media: Use of Special Events and Stunt/Live Advertising | BRONZE |
| MOBILE LIONS | Creative Use Of Technology: Augmented Mobile Experience | GOLD |
| PROMO & ACTIVATION LIONS | Use of Promo & Activation: Use of Customer in-Store Experience | BRONZE |
| London International Awards 2014 | ||
| Non-Traditional | Live Events - Beyond Advertising | Bronze Winners |
| Eurobest, 2014 | ||
| Direct | USE OF DIRECT MARKETING: OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN | Grand Prix |
| Direct | PRODUCT & SERVICE: TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS) | Silver Eurobest |
| Media | PRODUCT & SERVICE: TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS) | Bronze Eurobest |
| Interactive | CRAFT: USER EXPERIENCE | Gold Eurobest |
| Interactive | CRAFT: INNOVATIVE USE OF TECHNOLOGY | Gold Eurobest |
| Interactive | BRANDED TECH: BRANDED TECH (OFFLINE) | Silver Eurobest |
| Media | USE OF MEDIA: USE OF MOBILE DEVICES IN A MEDIA CAMPAIGN | Gold Eurobest |
| Outdoor | AMBIENT: LIVE ADVERTISING & EVENTS | Bronze Eurobest |
| PR | PRACTICES & SPECIALISMS: EVENTS & EXPERIENTIAL (INCL. STUNTS) | Silver Eurobest |
| Promo & Activation | USE OF PROMO & ACTIVATION: USE OF EXHIBITIONS AND INSTALLATIONS | Silver Eurobest |
| Clio Awards 2015 | ||
| Direct | Product/Service: Digital | Silver |
| Branded Entertainment | Product/Service: Event/Experiential | Gold |
| Out of Home | Product/Service: Other | Silver |
| Engagement/Experiential | Product/Service: Events | Bronze |
| El Sol Festival (Espanol), 2015 | ||
| Exterior | Cultura, ocio y comunicación | Sol De Oro |
Credits & Description:
Brand: Teatreneu
Media: Ambient
Category: Recreation & Leisure
Product: THEATER
Entrant: THE CYRANOS McCANN WORLDGROUP EUROPE Barcelona, SPAIN
Type of Entry: Brand Environments
Category: Live Events
Entrant Company : THE CYRANOS McCANN WORLDGROUP EUROPE Barcelona, SPAIN
Advertising Agency : THE CYRANOS McCANN WORLDGROUP EUROPE Barcelona, SPAIN
European General Creative Director: Leandro Raposo (The Cyranos)
Executive Creative Director: Pablo Colonnese (The Cyranos)
Strategic Planning Director: Oriol Bombí (The Cyranos)
Creative Director: David Fernández (The Cyranos)
Creative Director: Joaquín Espagnol (The Cyranos)
Copywriter: Jaume Rufach (The Cyranos)
Art Director: Eduard Cubel (The Cyranos)
Production Manager: Alba Riart (The Cyranos)
Account Director: Marta Grasa (The Cyranos)
Account Executive: Jesús Verges (The Cyranos)
Producer: Paulina Ramírez (The Cyranos)
Copywriter: Nil Murtra (The Cyranos)
Art Director: Alejandro García (The Cyranos)
Art Director: Oscar Amodia (The Cyranos)
Copywriter: Marc Sánchez (The Cyranos)
Brief Explanation:
Challenge: Convince people to go to the theater and pay depending on how many times they laugh.
In mid-2013, the art industry in Spain suffered one of the hardest blows ever.
The government decided to raise the tax for theatrical shows from 8% to 21%, resulting in the greatest loss of audience.
People returned to consume "proven" entertainment en masse such as the American blockbusters...
Faced with this reality, the independent comedy theatre company Teatreneu decided to look at the situation with humour and invented something: PAY PER LAUGH
Describe the brief from the client:
The first comedy shows where you only pay for what you consume.
Design Process:
Looking for information about different apps of face recognition that could help in the process.
Results:
The average price of the tickets increases by €6 compared to traditional shows.
The system was covered in the main national media outlets. This produced more publicity, and this in turn produced 35% more spectators.
Each pay per laugh produced €7,200 of ticket money compared to €4,400 that was normally taken.
Currently the Pay Per Laugh system is being copied in other comedy theaters in Spain. A mobile phone app was created to use as a system of payment in other independent theatres.