Australia’s third largest theatre company, Queensland Theatre, is lauded and multi-awarded for its many productions featuring a range of theatre. From classic to contemporary Australian, Aboriginal, and international work, Queensland Theatre presents an annual season of mainstage plays featuring talents from all over the country. For this campaign, it gives its audience a peek into the realities and accompanying precariousness of married life, as it brings to the stage an Ingmar Bergman classic: Scenes from a Marriage. The production is based on Joanna Murray-Smith’s fiery and honest adaptation, with real-life power couple Marta Dusseldorp and Ben Winspear as the couple at war.
Queensland Theatre partnered with Reach Media for this experiential campaign. Targeting the affluent coffee drinking theatre audience throughout inner-city Brisbane, the campaign creative had a strong call to action - offering 10% off the play ticket’s price by applying the code “COFFEE” when purchasing their tickets online. Using non-traditional advertising allowed Queensland Theatre to directly interact with its target market and get on-the-spot conversion.