| Title | PEEPHOLE PREVIEW |
| Brand | MELBOURNE THEATRE COMPANY |
| Product / Service | BIRDLAND |
| Category | B02. Use of Other Digital Solutions in a Direct Marketing Campaign |
| Entrant | DDB GROUP MELBOURNE , AUSTRALIA |
| Entrant Company | DDB GROUP MELBOURNE, AUSTRALIA |
| Advertising Agency | DDB GROUP MELBOURNE, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Darren Spiller | DDB Group Melbourne | Chief Creative Officer |
| Simon Bagnasco | DDB Group Melbourne | Executive Creative Director |
| Anna Stickley | DDB Group Melbourne | Art Director |
| Sophie Beard | DDB Group Melbourne | Copywriter |
| Tom Hyde | DDB Group Melbourne | Planning Director |
| Dion Appel | DDB Group Melbourne | Managing Director |
| Blair Panozza | DDB Group Melbourne | Account Executive |
| Simon Thomas | DDB Group Melbourne | Head of on Onscreen |
| Tuesday Picken | DDB Group Melbourne | Senior Agency Producer |
| Genevieve O'shea | DDB Group Melbourne | Assistant Agency Producer |
| Grantley Smith & Simon Walsh | DDB Group Melbourne | DOP |
| Marissa Brian | DDB Group Melbourne | Editor |
| Ben Barratt-Boyes | Mango Communications | Head of Experiential |
| Holly O’Connell | Freelance | Senior Producer |
| Josh Cameron | DDB Group Melbourne | Hero Rockstar |
The Melbourne Theatre Company wanted to promote their latest production, Birdland – a play about a rock star and his excessive, often nihilistic existence in hotel rooms. However, with such a small budget it was impossible to create high reach using traditional media. Instead, we sent intriguing invitations directly to a select group of influencers, inviting them to experience a preview like no other – the Peephole Preview
For this activation, it made sense for us to bring hotel rooms, camera phones and excessive behavior together. Direct To excite and intrigue our key influencers, we sent them an InterContinental Hotel room key printed with a room number, a time and a date. Stunt Once they arrived at the hotel on the night, they discovered three scenes from Birdland being played out in three separate rooms. Mobile Each hotel door was custom-built with a magnetic iPphone lens in place of the peephole. The only way to watch the debauchery play out behind the closed doors, was to connect their phone to the lens. Social The experience, and the unique moments captured, were shared instantly on social platforms using #peepholepreview and #MTCbirdland.
Birdland was a relatively unknown play from the UK. It was also darker and more confronting than most Melbourne Theatre Company productions. With a base of mostly older patrons, the MTC needed to connect with a new, younger audience. Instead of just telling them how great the play would be, we let them hear it from people they look up to and admire – 11 carefully chosen influencers from Melbourne, ranging from fashion bloggers to musicians. To do so, we created a voyeuristic event experienced live by our influencers and shared with their followers on social media.
In one night, using only 11 influencers, we reached 450,000 people and introduced the Melbourne Theatre Company to a whole new audience. Importantly, 90% of those who saw and shared the Peephole Preview were under 30 – this is attributed to driving a 150% increase in youth ticket sales. The Peephole Preview helped the Melbourne Theatre Company find a voice on social media, and with 100% positive feedback online, increased their consumer awareness with the younger demographic.