‘You’re on speaking terms with crazy’: Opera Australia campaign leverages the modern obsession with drama
Opera Australia is capitalising on Australians’ love of drama, promoting the upcoming run of Rigoletto and Turandot with a new campaign from DDB Melbourne.
The campaign seeks to position the opera on the same page as other sources of dramatic entertainment, with a statement about the campaign contending: “Australians love a bit of drama. Why else would shows like Married at First Sight be popular?”
The social video features a performer speaking directly to camera, identifying the modern Australian whose love of drama would translate to the opera.
The performer says: “You’re on speaking terms with crazy, best friends with OMG, you get a kick out of catastrophe… You love drama, and if you love drama, you’ll love opera.”
DDB Melbourne ECD Anthony Moss said that the goal of the campaign was to introduce the concept of Opera to novice fans in a language they would understand.
“Working on a client like Opera Australia was a true pleasure. Their business problem is an intriguing one; trying to get Opera virgins to give it a try. They agreed with us that Opera posters only preach to the converted without enough information or motivation for a novice. By comparing the drama of the Opera to that of an episode of Married at First Sight or a game of footy, we could speak to the right people and appeal to their existing behaviours and preferences,” Moss said.
Opera Australia executive producer and marketing director Georgia Rivers said: “We went to DDB for a creative solution to a strategic problem and they generated a lot of fantastic ideas very quickly, and were able to execute to a high level.”
The campaign will be executed through social films and radio spots.
Australian writer Rosie Waterland was also invited to recreate her famous recaps of The Bachelor and write a review of Rigoletto to appear on her Facebook page and the Opera Australia website.
Credits
Opera Australia Executive Producer and Marketing Director: Georgia Rivers
Executive Creative Director: Anthony Moss
Art Director: Becky Morriss
Copywriter: Bec Griffiths
Head of Client Services: Jess Hughes
Business Director: Katie Franklin
Account Manager: Season Sutton
Agency Producer: Mel Herbert
Production Company: FilmGraphics
Director: David Denneen
Producer: Anna Fawcett
what a great idea and a great script…..
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…is that opera is crap. A fussy, anachronistic old art form, funded out of proportion with its worth because it’s a favourite of dowagers and the old school tie set.
But apparently it’s such an important Art Form that the name Ipera must be spelled with a capital O.
In what other art form would you see 45 year old male leads trying to pass themselves off as sprightly 25 year olds? It’s just a joke.
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