A Swan Lake

Norwegian National Opera & Ballet challenged
us to create a digital banner campaign.

A Swan Lake

A Swan Lake is a contemporary exploration of Tchaikovsky’s original 'Swan Lake' and explores the reasons why it failed over 100 years ago. This modern take on such a classic was a first for the Opera House and a unique project for Ko&Co to be involved in.

The challenge

Creative digital banner campaign

The Norwegian National Opera & Ballet challenged Ko&Co to create a creative digital banner campaign for their new and exciting show "A Swan Lake".

Aims & Objectives

  • Creative banner ads to engage the target group
  • Aim for tickets sales to reach 70% across all shows (tickets sales stood at 43%)
  • Ensure a distinction between 'A Swan Lake' and the original 'Swan Lake' show

Concept

En helt ny sjø

Ko&Co delivered a fitting new concept to tie in with this completely unique show. With our main message ‘En Helt Ny…’ we wanted to touch upon the freshness, innovation and originality that the show had to offer.

Ko&Co delivered a set of ads for the Opera which used the headline ‘En Helt Ny' and alternated between the words 'Sjø' and 'Dans’. The ads were simple yet impactful using the strong imagery taken from the dress rehearsals. The imagery chosen was focused on the unique use of water in the show and exciting costumes, which were created by Henrik Vibskov.

We used a combination of HTML5, flash & video formats in our set of ads. The video formats comprised of a 5-10 second video snippet from the show to capture the audience’s attention and visually fuel people’s interest in the show. The HTML5 ads allowed for the target audience to view the ads across all mobile devices.

Swanlake annnonse skjermbilde

Ad screenshot

Engaging video content

We used engaging video content in our adverts. Our placement on Aftenposten TV was extremely popular gaining 9.61% pre & post roll click through rate.


Results

Sold out!

The campaign comprised of a variety of cross media promotional elements, which together made the campaign a huge success. ‘A Swan Lake’ sold out across all 10 shows and gained wide media attention.

Laster