Title | DISAPPEARING DRACULA |
Brand | WEST AUSTRALIAN BALLET |
Product / Service | WEST AUSTRALIAN BALLET |
Category | B03. Use of Print / Outdoor |
Entrant | WUNDERMAN THOMPSON Perth , AUSTRALIA |
Idea Creation | WUNDERMAN THOMPSON Perth, AUSTRALIA |
Media Placement | AUSTRALIAN MEDIA SERVICES Leederville, AUSTRALIA |
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 |
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.
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.
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.
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.
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.
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.