Pay per Love | TeatreNeu

PROBLEM In the middle of the economic crisis, the government decided to raise VAT tax on theatre tickets by 21 percent. Which meant that a third of Spaniards decided to stop going to the theatre in just one year. Here at independent theatre group Teatreneu we decided to become the world’s first comedy group that only charges for laughter: Pay per Laugh. Our audiences could come to our shows for free. And using facial-awareness apps, we’d only charge you for each time you laughed. Just as they were raising VAT on theatre tickets, the government dropped tax on motels and “dating” services to 10 %. IDEA Now Teatreneu presents Pay per Love. The first system for finding a partner based on the most important things that we have in common: the sense of humor. So we launched the first play exclusively for singles. When they took their seat our audience could choose the sex of the person they were looking for. Then we classified each seat. And we deployed software that showed you not only what you were laughing at – but the faces of all your other potential “other halves” who were laughing at the same jokes as you. Our script was specially designed to be more comprehensive and more demanding than any other dating site or event. At the end of the play, you got to choose up to four candidates who had greater affinity with you. And if the other person accepted, we’d put you in touch with each other as you left. The price of the ticket was the total laughs consumed, plus 3 euros for each match. You could also download the Theatinder app, which let you hook up with others who’d laughed at the same stuff as you in other plays. RESULTS Pay per Love boosted sales on our slowest day by 43 percent. And 82 percent of our audience was new. In the first five weeks there were more than 450 matches.

Agency:
The Cyranos for McCann Worldgroup Europe
Production Company:
CANADA
Director:
Marc Oller
App company:
Glassworks, Xavi's Lab.
General creative director:
Leandro Raposo
Executive creative director:
Pablo Colonnese
Creative Directors:
David Fernández, Joaquin Espagnol
Art director:
Eduard Cubel
Copy:
Jaume Rufach
Agency producer Director:
Alba Riart
Account Executive:
Laia Gilibets
Executive Producer:
Oscar Romagosa
Producer:
Laura Serra
Head of production:
Inés Massa
Video Editor:
Ferran Banchs

 
 
PROBLEM
In the middle of the economic crisis, the government decided to raise VAT tax on theatre tickets by 21 percent. Which meant that a third of Spaniards decided to stop going to the theatre in just one year.
 
Here at independent theatre group Teatreneu we decided to become the world’s first comedy group that only charges for laughter: Pay per Laugh. 
 
Our audiences could come to our shows for free. And using facial-awareness apps, we’d only charge you for each time you laughed.
 
Just as they were raising VAT on theatre tickets, the government dropped tax on motels and “dating” services to 10 %.
 
IDEA
Now Teatreneu presents Pay per Love.
 
The first system for finding a partner based on the most important things that we have in common: the sense of humor.
 So we launched the first play exclusively for singles. When they took their seat our audience could choose the sex of the person they were looking for. Then we classified each seat. And we deployed software that showed you not only what you were laughing at – but the faces of all your other potential “other halves” who were laughing at the same jokes as you.
 
Our script was specially designed to be more comprehensive and more demanding than any other dating site or event.
 
At the end of the play, you got to choose up to four candidates who had greater affinity with you. And if the other person accepted, we’d put you in touch with each other as you left.
 
The price of the ticket was the total laughs consumed, plus 3 euros for each match.
 
You could also download the Theatinder app, which let you hook up with others who’d laughed at the same stuff as you in other plays.
 
RESULTS
Pay per Love boosted sales on our slowest day by 43 percent. And 82 percent of our audience was new. In the first five weeks there were more than 450 matches.
 
 
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