Teatreneu: Pay per laugh
The Cyranos/McCann Barcelona
What were the objectives for the creative work?
The aim was to break down consumers' reluctance to choose a form of leisure like the theatre and so build up audience numbers and at the same time increase average ticket prices.
Commercial: increase ticket sales
Marketing: higher penetration and fight against the economic crisis
Communication: higher brand awareness
What was the strategy behind the creative work?
To free people from a complicated decision and get them filling theatre seats again, we designed a ground-breaking, attractive and "fair" system of payment whereby they would only...