Vanilla Skype is a Romanian experimentalist play written especially for its actors, this meaning there has been no casting organized, as it normally happens. Furthermore, the subject & modern take of director made the play a relevant piece for youngsters.

While theatre is not very attractive to Romanians in general, millennials, our core target, spend around 9 hours a day in front of the screen made the challenge of bringing them to the theatre quite difficult.
In this context, we chose a bold strategy – we speculated the play’s name and its particular feature and made Vanilla Skype the first play with casting not for actors, but for audience. So in order to get frontline tickets, people had to pass an online casting, on Skype, with the most iconic actor in the distribution – Marcel Iures.
The casting was picked up in no time by influential bloggers, tv or radio presenters and even…actors. The media covered the subject in tv, radio, print and online and youngsters found our challenge very interesting and entered the SKYPE Casting. Eventually, all representations were booked days before the show and completely sold out.
General Information:
Strategy: Romanians don’t find going to the theatre as attractive as a decade ago. For the young generation, this is even less popular. The Cultural Consumption Barometer, data shows that 63% of Romanians NEVER goes to the theatre. What is more, 72% of young people, aged 14-29, don’t choose theatre at all during their spare time, as presented in the study done by Pro Youth Association – “The situation of young people in Romania”. In such a context, local theatres have been struggling with building and keeping a strong and constant audience.
Nevertheless, Romanian theatre has kept its high quality, creative and original plays are still being made; even national tours.
One of them is the national tour for Vanilla Skype – an experimentalist play, with the best-known Romanian actors and written by one of the most appreciated Romanian cultural figures. The very nature of the play and its creative approach are designed for open-minded people and certainly for youngsters. Such a great distribution, formed of actors affiliated to different theatres, could only be gathered before the official start of the theatre season in Romania. This only made the task of bringing people to the theatres even harder, especially during holidays.
We focused our research on how to better understand what could determine young people to access cultural content in general and theatre in particular. Thus, according to Media Insight Project, 88% of millennials receive news on their Facebook feed and half of them are daily connected to the news shared on social media, spending an average of 6h/day on their smartphone. They have many applications installed on their phones, especially chat-related ones. Millennials are mostly attracted to novelties as long as they receive information recommended by friends or in their social media newsfeed, from people they follow and admire. At the same time, social networks expose millennials to a higher amount of news than they are actually searching for. So, there are two main challenges in sending information to millennials through social media:
1. The huge quantity of information available on social networks, which creates the need to differentiate.
2. The need for the social media messages to be in their own context so as to be organically picked by the friends millennials follow & trust. Our mission was to promote a play with reduced notoriety among young urban people and offer them the chance to discover what it’s about and eventually come to the theatre in 5 cities in Romania, where Vanilla Skype was on tour.
• Generate awareness on the play & tour – at least 50 articles (especially in the online media) & 20 social media posts, respectively at least 70 articles and social media posts;
• Over 150,000 views on the videos that promote the play in social media;
• Involve at least 10 KOLs;
• Ensure at least 100 tickets to each representation via the online mechanism and have the theatre halls occupied at least 80% during the tour.
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