DISAPPEARING DRACULA

TitleDISAPPEARING DRACULA
BrandWEST AUSTRALIAN BALLET
Product / ServiceWEST AUSTRALIAN BALLET
CategoryB03. Use of Print / Outdoor
EntrantWUNDERMAN THOMPSON Perth , AUSTRALIA
Idea Creation WUNDERMAN THOMPSON Perth, AUSTRALIA
Media Placement AUSTRALIAN MEDIA SERVICES Leederville, AUSTRALIA

Credits

Name Company Position
Matt Wilson Wunderman Thompson, Perth Associate Creative Director
Luke Williams Wunderman Thompson, Perth Senior Art Director
Joao Braga Wunderman Thompson Australia Chief Creative Officer
Joe Hawkins Wunderman Thompson, Perth Creative Director
Martin Beecorft Wunderman Thompson, Perth Chief Innovation Officer
Hayden Gerrard Wunderman Thompson, Perth Account Executive

Why is this work relevant for Media?

The Disappearing Dracula outdoor campaign made use of specific media placements beside mirrors to create a visual illusion, removing Draculas reflection. This media placement turned what was a static print poster into an interactive moment.

Background

With shrinking audience attendance over the past 3 seasons, the West Australian Ballet wanted to promote their upcoming season of Dracula and appeal to a new and younger audience – deciding to shift their advertising spending away from the loyal older demographic for the first time. The objectives of the brief were to increase ticket sales, as they hadn’t had a sell-out season for 3-years, and to grow the attendance of younger ballet enthusiasts and first-time attendees.

Describe the creative idea / insights (30% of vote)

We wanted to capture people’s attention when they least expected it. To do this we leveraged the well-known folklore that Dracula doesn't have a reflection to create a private moment and provoke an immediate response in a media placement that masqueraded as a regular static poster. We used flip motion effect printing which was then placed at an optimum 37-degree angle, creating the illusion that something supernatural was at play and causing Draculas reflection to vanish in the mirror. The outcome? A private, eerie moment with thousands of unsuspecting people. A simple new twist on an old printing technique.

Describe the strategy (20% of vote)

To reach the 18 – 39 audience demographic for the first time on a limited budget of just $5,000 we decided to target arts and events precincts and live festivals throughout the city. The contemporary event artwork was then designed to leverage the re-emergence of vampire culture amongst younger audiences. While the creative idea meant that we needed ad placements near mirrors. As such, we negotiated a large media buy which secured 100 placements. Each one was then meticulously installed on the 37-degree angle and tested to ensure it worked effectively. The campaign was accompanied by a Public Relations strategy, which looked to amplify the audience through unpaid activity in the media and online.

Describe the execution (20% of vote)

102 placements were installed in clubs, pubs, restaurants and entertainment venues over two evenings prior to a busy weekend in order to maximise exposure. The in-venue campaign ran for 1-week. However, after the first night the campaign went viral after multiple social media posts from within venues. The campaign was quickly picked up by Junkee, Vice and hundreds of other media outlets. The campaign quickly achieved over 210,000,000 media impressions in the process.

List the results (30% of vote)

102 placements were installed in clubs, pubs, restaurants and entertainment venues over two evenings prior to a busy weekend in order to maximise exposure. The in-venue campaign ran for 1-week. However, after the first night the campaign went viral after multiple social media posts from within venues. The campaign was quickly picked up by Junkee, Vice and hundreds of other media outlets. The campaign quickly achieved over 210,000,000 media impressions in the process.

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