Pointing out a social cause while selling theatre tickets
National Theatre subscription campaign—The campaign is highlighting the issue of poorly spent time. Not only children but also adults often pursue the evening staring at the screen.
Anti-social—The campaign struck a society-wide mood where majority of people spend way more time with their devices than they would like to. National Theatre is an ideal institution for such a message, because it can point out this situation and not be percieved to act morally. In addition, a seasonal subscription is the ideal solution to get at least a few evenings a year with “quality content” in advance.
New audience—Right from the first brief we proposed a new target adience. Instead of focusing on active subscribers, as most of previous campaigns, we targeted culturally active couples and families. Our audience were people who would like to visit National Theatre but were not doing so because of busy lifestyles.
Christmas campaign—Due to success of the first part of the campaign, that ran in spring and summer, the concept was extended to Christmas period. The idea was that instead of half-hearted gifts, such as socks or sweater, it is better to give a subscription.