Opera Takeover Pages Test

7/25/2019 Opera Takeover Pages Test

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Royal Opera HouseOpera TakeoverCampaign

Agency 66May 2016



Table of ContentsMeet the Team

Executive Summary

The Brief

The Target

The Client

Findings and Insight

Big Idea

CreativeStrategyandDirection

Creative Executions

Social Media

IntegratedMediaPlanandBudget

Summary

5

7

9

11

13

19

21

23

25

33

34

35



Meet the Team

Page



RafaelCardenas

AccountManager

Creative Team

AccountPlanner

VeronicaSandovalGuerrero

DerekNelson Sean TaylorGennaCarr

From Fresno, CA –I have always been a fan

of photography, film, and

music, the first of which

lead me to my major. I amgraduating Spring '16 with

a BS in Design Studies and

a minor in Advertising.

From Los Angeles, CA – I am

passionate about fashion,

films, and food. I amgraduating inSpring‘16 with

a BS in Advertising andminor in Marketing. My

learned skills in advertis-ing complement and allow

for the practical application

of my creative aptitude in

design, detail, and layout.

From San Jose, CA –

Advertising major, with a

focus in copywriting. I gotinto Advertising because

alphabetically it was thefirst major offered at SJSU.

Thankfully, I turned outto love it and I relish the

chance to be creative. Go

class of 2016!

From Riverside, CA –

Advertising Major with a

focusinbusiness,graduatingin Fall ‘16. I enjoy spend-

ing my time at concerts and

music festivals.

From Carmel, CA –

Graduating Fall 16’ with a BS

in advertising and a minor inMexicanAmerican studies. If

I could eat one meal for the

rest of my life, I would eattacos with a freshly

squeezed lemonade.



E xecu t i ve

Summar y



We at Agency 66 are an advertising agency that specializes in the creativ

engagement of our audience. Through our diverse backgrounds, we offer many differen

perspectives to reach a wide variety of viewers.We then find the best course of action fo

our customers.

For this brief, on behalf of the Royal Opera House, we decided the best route was to

break down the walls of the opera house and bring it to the streets.We needed to break a

the negative stereotypes millennials associate with opera.

Through this report, you will get a full overview of the Royal Opera House as well a

an in depth view of our campaign. So without further ado, let’s start the show…



T he Br ie f



The Challenge

Objectives

Once a widely popular form of art and entertainment, opera has failed to continue

positive relationship with today’s youth. Instead, many who fall into the 20-30 year ol

demographic view opera as boring, stuffy, and expensive. They would much rather prefe

to find entertainment in music festivals, raves, movies, online streaming and video game

Because of this, it has been our job to find a way to entice our target to see an opera for th

first time.

For opera to regain its popularity and attract a younger demographic, it needs re

branding. Our goals through this campaign is to engage 20-30 year olds in opera in waythat will keep them wanting more.We look to add a level of excitement and intensity to tha

many in the demographic feel opera is missing. Part of doing this includes taking more of

street or grunge approach to distance from the stuffy, formal stereotype currently in plac

Instead of trying to get a new audience to come to the opera house, we aim to inspire them

by going on the offensive and taking opera out of the opera house and to them



T he Targe t

Lucia Lucia is a 22-year-old college student. She was

raised in a middle class family with strong values of giv-

ing back to the community. She often volunteers in soup

kitchens and her local hostpital. Though her family can

afford to pay for her schooling, she works as a barista

and a pottery teacher to remain independent. She enjoys

traveling and experiencing different cultures. She has no

preference to any particular genre of music, but instead

seeks out songs that speak to and inspire her. She genu-

inely wants to make the world a better place, and believes

that to do so she must discover as many of its wonders as

she can. Lucia will be interested in our campaign because

she loves experiencing new things and cultures. She en-

joys all art forms and would be open to going to an opera

that speaks to her interests.

P



Ricky is a 29-year-old in love with music. He

spends a lot of time making playlists, writing and per-

forming music and going to music festivals and concerts.

He works at a music shop selling instrumentsandalso

does some craftsman’s work on the side. He can play 12

different instruments and enjoys playing shows with his

band, no matter how big or small the audience is. He’s as

humble as they come, but there’s a certain swagger to him

that people tend to gravitate towards to. He’s a very open

person; always interested in meeting new people, visiting

new places and trying new things. Ricky would love the

excitement involved in the takeover. Interacting with new

people, experiencing an alternative form of art and being

around different music can help inspire his own musical

talents.

Maxwell is a 27-year-old

college graduate. He freelances his sk

media to make a modest but livable lif

himself. He enjoys discovering new th

that are rarely experienced by peopl

age, such as attending art museu

wineries, and local bands' concer

in particular he enjoys indie and jazz. M

refer to him as a“hipster,” but he doe

care what others have to say about

He enjoys being different, and he

trendsetterin his ownmind. Ourcamp

would entice Maxwell to go to an op

because he wants to be ahead of the tr

He doesn't want to be someone who h

about another person’s experience

would want to be among the first

experienceandinteractwithourcamp

Ricky

Maxwe

Pa



History

Thephysicaltheaterbuildingwasbuilt in 1858 and during WWIIwas used as a dance hall.

The Royal Opera House gainedits well-known reputationthroughout the 80s and 90swhere it held award-winningproductions.

In 1997 The Royal Opera and The Royal Ballet closed down fora two-and-a-half-yearrenovationandreopenedin1999with the production Falstaff.

Soon after it was established asa permanent opera and ballethouse, it would soon be known asthe Royal Opera House and theRoyal Ballet.

The first GeneralAdministrator torun

the new theater was DavidWebster.

He played a key part in the establish-

ment of the Royal Opera House and

Royal Ballet. By his retirement, these

establishments were world famous.

Today, the average number of

performances is around 150 per

season, September-July, of about 20

operas.Itcontinues to grow andeven

host different programs through

multimediapodcaststhatrangefrom

TV to radio.



Internal & ExternalStakeholdersMusic Director, Royal Opera House: Sir Antonio Pappano

Position generously supported by: Mrs Susan A. Olde OBE

Director of Opera: Kasper Holten

Position generously supported by: Dr Genevieve Davies

Director of Casting: Peter Mario Katona

Associate Director of Opera: John Fulljames

Position generously supported by: Stefan Sten Olsson

Administrative Director: Cormac Simms

National Opera Studio

Southbank Sinfonia

BBC

Page



Entertainment - Performing arts

Broadway Theater

ConcertsSporting Events

Television

Market Sector

Competitive Review

BrandValuePropositio“excellence without arrogance”

tone & style of language for the Royal Opera House



Brand Identity

Brand Architecture The Royal Opera House specializes in both

opera and ballet.

Page1



Communication/Messagin

Budgeting/Allocatio

• Press releases multiple times a month

• Programme Book

• Cast Books

• Ticket Backs

• Ticket Wallet

• Bi-Monthlies (What’s on Guide essentially)

• Income: 125.7 m

• Investment Income: 1.4m

• Commercial and other income: 24.6m

• Fundraising: 26.5m

• Box office receipts: 44.2m

• ACE- NPO & Bridge: 26.0m

• ACE- Capital Grant: 3.0m

• Marketing & Publicity: 5.8m



F ind ings &

ins ig h ts



Opera is a dying art form with a cost structure that may not be realistic for the future

Although these problems could be a huge weakness for the market, thereare opportunities

arising as well. Some of these opportunities include the potential new market in order to

grab a new audience that it is currently lacking. The threat that The Royal Opera House faces

is growing competition such as music festivals and movie theaters.

Strengths Weaknesses

ThreatsOpportunities

• Existing sales and distribution

networks

• Skilled work force

• Experience business unit

• Dying art form

• Cost structure

• Lack of media coverage

• Unrelatable

• New products and services

• New markets

• Growth rates on new

audiences

• Growing competition

• Decrease of interest

• Global Economy

• Price changes

Findings: Our target audience includes young adults ranging from 20 to 30. They use social

media more than Generation X, but less than Generation Z, however, they considerthemselves culturally inclined. They are aware of and respect varying cultures and believe

these cultures should be preserved. Our target listens to a variety of musical genres. They

are low on cash, yet willing to spend large sums of money on music festivals, travel and

social events. Our target views themselves as adventurous, yet remain hesitant towards

opera. Their preconceived notion of the genre is that it’s simply for old, rich elitists–thus,

unrelatable.

Insights: Millennials utilize social media to share content and portray a certain image withtheir hundreds, or thousands, of followers. Our campaign will provide our target with an

experience that will enhance their social media presence. Our target is obsessed with

adventure and is constantly in search for the next big thing.



THEBIG

IDEA



Our advertising will shatter the walls of the opera house to give our target audienc

a completely new perspective.We will focus our campaign on three nontraditional opera

in three major cities. Alice inWonderland will launch in Tokyo, 1984 in London, and Ann

Nicole in San Francisco.

Our campaign is urban, exclusive, interactive and rousing and will entice ou

target to discover the wonders opera has to offer.



Page

CreativeStrategy


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Our campaign will consist of six different creative executions that will help

create urban and interactive feeling we want around the campaign. First, we will en-

gage in street art advertisements, which came from the inspiration of popular street

artist Banksy, to create a buzz around the cities among people and the media. Next, wewill launch our social media accounts to gain and interact with our target through our

hashtag #OperaTakeover. The inspiration behind the launch of the opera performances

in public open mic nights such as coffee shops, bars, and restaurants came from the

popular“Oasis Dig OutYour Soul” campaign, which had street performers playing

Oasis’ new album in the streets of NewYork. After, we will pass out stickers at our public

performances to allow our target to become our advertisers and share with their group

of friends. Next, there will be the posting of flyers around the city where our target can

tear-off the ends and RSVP to our final event. The inspiration for this concept came fromwalkingaroundSan Francisco and noticing some of theseflyers, whichwethoughwould

play an interactive part in the campaign.With the launch of the app, we got ideas from

popular apps such as Spotify to give our target Opera playlist and our point system we

drew from Starbuck gold member system. Lastly, for our private final event that will play

in Tokyo, London, and San Francisco we got the inspiration from the growing trend of

music festivals that has become popular among our target. The campaign was revolved

around popular trends that we fill our target will draw towards.



Creativeexecution



Phase 1 begins with an invasion.

Inspired by street art, we will

strategically place our work on the city

walls.We will include our social media

hashtag#operatakoverwhichwillinvoke

a sense of curiosity in our target. They'll

search our hashtag or snap a picture

and post it on social media.

Phase 1



Phase 2

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Phase 2 quickly follows. Opera

singers will perform at various open

mic nights in coffee houses, bars, and

restaurants.We’ll hand out our stickers

at these events and our target will put

them on their laptops, water bottles,and hang out spots.



Phase 3

Page2



Phase 3 At Phase 3, our campaign is

gaining momentum. With the attack of

postersaroundtownthathighlightourfinal

exclusive event, our target will follow our

social media accounts and download our

free app that features a calendar,

interactive playlists, merchandise, and

details of how to become aVIP member.

There will be 6 ways to earn points in order for our users to gain the title of VIP

our exciting final event. Our target audience will start off with 10 points for simply downlo

ing the app. Since we will be having a number of local performances we will award our us

with 1 point for every performance they attend. Next, we will give out 5 points to anyo

who posts about our campaign on social media. If our users. purchase merchandise we

reward them with 10 points. But even better, if someonerefers someone to our app they

receive 15 points. And lastly, we will award 25 points for anyone who goes out and attend

professional opera.



Phase 4 All of this leads up to the last phase of the takeover. We will host anexclusive Opera in a secret spot in Tokyo, London, and San Francisco. The shows

will be limited to 500 with 100VIP members in each city. Our guests will meet at

a location and be bussed to the final private event, adding a level of secrecy and

suspense.VIP members will enjoy a limo ride to the event, front stage seating, and

access to an open bar.



Social Media

Page

Our social media accounts will launch at

the start of our campaign with Facebook,

InstagramandSnapchat. ThroughFacebookwewill be able to update our target on the public

opera performance we will be putting on at local

locations, professional operas and our final

concert event. We will also showcase videos

followingourcampaignonFacebook.Instagram

will be the outlet where the campaign will be

able to showcase our street art, stickers and

still be able to update our target audience onour events.We will also be able to interact with

our target who post pictures of our street art

with our hashtag. Snapchat will be used as our

windowintoourcampaignbyallowingourtarget

to follow our journey by posting videos of our

coffee shop performances as well as created a

snapchat story for our final event that will show

worldwide.



Integrated Media

Plan & BudgetGraffiti Stencil: $1,500 x 3= $4,500

Stickers: $289 (1,500)

One Day Concert: $35,000 x 3= $105,000

App: $56,800

Posters: $331 (5,000)

Social Media: $1,500

Total: $168,420

Measurement Strategies:

By creating an interactive campaign

measuring our success should come with

ease, we will keep track of our success

through our social media, app, tear-off fly-

ers and the final event. Social media will be

measured through our capability to track

who has shared pictures on any social mediaoutletthrough thehashtag#OperaTakeover.

With the app we will be able to oversee how

many individuals havedownloadedtheapp,

as well as the amount of our target that has

purchased merchandise.With the tear-off

flyers, we can manage the number of

individuals that see our flyers and use the

tear-off to reserve their ticket to our finalevent. Lastly, we will use our final event to

conclude how successful our campaign was

with the number of people that attend the

event.



Summary

Through our #OperaTakeover campaign, we will focus on three major problems that wederived from the extensive research our agency conducted. First, our campaign will target the

issue that opera is seen as an exclusionary form of art for the rich older elitists.We will combat

this claim by using modern and urban forms of advertising such as graffiti street art, stickers

and tear off flyers to bombard our target audience and capture their attention. By using non-

traditional forms of advertising we are creating an interactive feeling around our campaign to

maintain our target audience's interest. The app will also become an outlet for our target to get

involvedwithourcampaignthroughourpointsystemwhichwouldgivethembenefitsatourfinal

event. Next, our campaign will create better access for our target to see Opera performancessince most felt that Opera was out of their budget. Our campaign will do this by putting on

public Opera performances in areas that our target audience hang out at such as coffee houses,

bars, and restaurants. Lastly, our focus group felt that Opera was outdated and didn't offer

anything to attractthem togo to one. The #Operatakeover campaignwillcreate intrigue among

our target audience by creating an exclusive final event. The final event will mirror the layout of

music festivals that our target market spends a good amount of their income on to attend.We

will even offer VIP status to those that earn the highest number of points on our app. Our

campaign will lead our target audience through the stages of becoming opera goers by firstcreating an interest through our nontraditional advertising, then access to Operas through our

public performance, and finally admiration for the Opera art form through our final Opera

performance event.

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Opera Takeover Pages Test

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