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Have Communications - Royal Danish Ballet Festival Event

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Company: Have Communications, Copenhagen, Denmark
Company Description: Three decades worth of experience have made Have Communications one of the leading communications agencies in Scandinavia, and over the course of a year we handle 150 projects. Our client list is versatile, and our main fields of expertise are development of storytelling, strategic development of brands, experience-based communication, and direct media contact.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Public Relations Event

Nomination Title: Ballet Festival – The Royal Danish Ballet

The date on which this nominated production was first presented:

Festival: June 1st – 9th 2018
Campaign: March – June 2018

Describe the nominated event's communications objectives and how it met those objectives, including the event's genesis, development, performance, and results to date (up to 525 words).

Brief summary:

FYI: The attached video tells you the full story in just 4 minutes.
-The Royal Danish Ballet set out to transform the public perception of ballet through a three-month campaign that resulted in a large-scale ballet festival in Copenhagen.
-The goal was to show that ballet is not reserved for the upper classes – that ballet is, indeed, for everyone.
-The campaign budget: 8,000 US$
-PR value: 900,000 US$.
-Total campaign reach: 11 million people (Population of Denmark: 5.7 million people)
-The Danish Minister of Culture concluded that “every cultural institution in Denmark should be inspired by this campaign.”

Background:

Ballet has long suffered from an elitist image. As if it was reserved for the upper classes. As if it was somehow excluding the common man and woman from enjoying it.

In late 2017, the Royal Ballet, which is part of the Royal Danish Theatre, decided to combat the elitist image of ballet once and for all.

It happened through a three-month campaign, conceptualized and implemented by Have Communications along with the Royal Theatre. Resulting in a large-scale ballet festival in Copenhagen from June 1st–9th 2018.

The campaign:

Name: Dance along
Goal: To show the entire country that ballet is for everyone.

The face of the campaign was artistic director Nikolaj Hübbe, who is a former solo dancer at the New York City Ballet.
He set out on a mission to talk to the Danes about ballet – and to invite them to dance along. In shopping centers, on commuter trains, and at workplaces all over the country.
Hübbe also visited one of Denmark’s top soccer teams, Brøndby, and taught the players to dance the ballet at the Royal Theatre. Thereby, two worlds of elite performers merged, strategically mirroring the world of ballet with the mainstream appeal of soccer.
Through videos posted on social media, the Danes were taught three ballet steps by Hübbe. And on June 2nd, people gathered in downtown Copenhagen and danced a big communal dance under the guidance of the artistic director.
The festival itself combined classic ballets with brand new performances, urban festival parties with intellectual talks.

The results:

The campaign was immensely successful. A branding expert in Denmark’s second-largest national newspaper, Jyllands-Posten, called it “exceptionally well-executed”.
Results include:

  • 6-page interview in Politiken (biggest national daily)
  • Full spreads in second+third biggest newspapers
  • Multiple national tv appearances, including two of the most popular primetime talkshows
  • 149 press clippings (56% in local media, thanks to dedicated strategy to reach entire country)
  • Campaign budget: 8,000 US$
  • PR value: 900,000 US$.
  • Estimated total PR reach: 7.5 million

Have Communications produced 25 videos, which were shown 3.7 million times. One video was strategically shot on the commuter train. It was shown 2.3 million times on the commuter train screens over 10 days. For free, after a pitch from Have Communications.

In total, the campaign reached more than 11 million people (Population of Denmark: 5.7 million people)

During the festival the Minister of Culture personally gave the artistic director the ultimate compliment: “Every cultural institution in Denmark should be inspired by this campaign."

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Agency: Have Communications

Project manager: Rasmus Navntoft