Could you get a child to choose a trip to the opera?
McCann Stockholm did it. Did it with a soupçon of wit and a lot of charm. Did it by giving children two “unpopular’ choices – opera or broccoli.
There were thirty children in McCann’s experiment for Swedish opera house, Folkoperan. Those who chose opera, went to see an operatic version of Neil Gaiman’s book, Coraline, a fantasy opera made for young audiences. Also, instead of traditional flyers, Folkoperan handed out broccoli to parents across the city of Stockholm, in grocery stores and in the subway, to use in their own game of choice.
As a result of the campaign, 1,000 children and parents turned up to the performance.
“Kids are not stupid,” stated Susanne Reuzsner, head of communications for Folkoperan. “Giving out candy or making funny commercials wouldn’t get us anywhere. So instead we gave them an offer they surely would refuse.”
Agency: McCann Stockholm
Agency Producer: Markus Ahlm
Production company: Balthazar Film
Director: Peter Hansson
Producer: Carl Linder
Music Supervision: Gino Music Supervision
Composer: Max Linder