Opera Australia has launched a campaign that highlights the Australian appetite for drama and over-the-top events.
The campaign, created by DDB, is based on the insights that sensationalised news and dramatic events that invoke tragedy and emotions usually attract Australians. Examples include reality shows like Married at First Sight.
The film in the campaign aims to raise awareness about Opera Australia’s bringing in shows like Rigoletto an opera in three acts by Giuseppe Verdi and Turandot, an opera in three acts by Giacomo Puccini.
The Opera also engaged comedian and TV writer Rosie Waterland to give a no-holds-barred and honest Rigoletto performance.
“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,” said Georgia Rivers, the executive producer and marketing director for Opera Australia.
DDB Melbourne executive creative director Anthony Moss added: “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.”