1) As an agency that specializes in entertainment advertising, we have always focused on making our advertising entertaining. In 2015, we saw more of our clients get on board with the idea that we could utilize integrated TV and online campaigns to distribute content that, as a whole, was able to tell a richer story to potential consumers and ticket purchasers. More people find out about live events in 2015 by browsing the Internet than they do from word of mouth or ads. In a recent Google Performing Arts study 26% of respondents reported online video as most influential in impacting their likelihood to go to a performance. With Performing Arts ticket buyers now watching 5 million YouTube videos every month, the same Google study shows their likelihood of buying a ticket to a live event after watching related videos increase up to 6 times. Video content is now more important than ever to our industry and 2015 has seen us create more exclusive video content than ever to authentically showcase the experiences we are selling.
3) Matilda the Musical “When I Grow Up” – Davey and Telly award winning commercial.
In “When I Grow Up” people of all ages take part in an electric performance of one of the show’s best-loved songs while shopping, strolling city streets and doing their homework. The commercial’s unusual concept was part of an effort to broaden the audience for one of Broadway’s most critically acclaimed musicals. In addition to running the spot on television, we partnered with New York Magazine’s Vulture to push it out through social media channels, triggering vigorous engagement.
Although the spot exudes spontaneous energy, its presentation was the result of a finely honed strategy. Data gleaned by our Insights department helped in casting the actors who appeared in the spot, their background environments and other details. We put together a 50-page treatment that included everything from costumes choices to back stories of the characters. All of it came from the research.
The spot captured Silver Daveys for Art Direction, Editing and Music.
4) C to C is replacing the traditional B to C model, as sharing economy continues to grow in almost every industry. We continually work to find ways of tapping into these new communities with engaging, relevant content.
