• Work
  • About
  • Blog
  • Careers
  • Contact
Jung von Matt Stockholm | Advertising Agency
  • Work
  • About
  • Blog
  • Careers
  • Contact

The Royal Swedish Opera - Macbeth: 403 years of bad luck

The brief:
Macbeth is one of the world's most popular operas. The loyal fans come without advertising, but how can we attract new visitors to see the show?

The solution:
Macbeth is the most unfortunate drama of history - followed by a curse for 403 years. The bad luck is said to be evoked when someone pronounces the name Macbeth in the building where it is played. Therefore, scene workers use rewrites like The Scottish Play, Mackers or Macbee instead.

In addition to print, subway and online advertising, we sent an invitation to reviewers in the form of a first aid kit. Those who thought that the curse sounded like superstition could go to the website and read about all accidents and deaths that affected Macbeth's performances and how they could lift the curse.

The results:
The whole season was sold out and we reached new, younger audiences.

 

Psst! See our other campaigns for The Royal Swedish Opera here and here.

The Royal Swedish Opera - Macbeth: 403 years of bad luck.
The Royal Swedish Opera - Macbeth: 403 years of bad luck
Jung-von-Matt-Operan-MacBeth-3.png
Jung-von-Matt-Operan-MacBeth-Recension.png
Jung-von-Matt-Operan-MacBeth-banner.png
Jung-von-Matt-Operan-MacBeth-bad-luck-1.png
Jung-von-Matt-Operan-MacBeth-bad-luck-2.png

Jung von Matt | Kungsgatan 17, 111 43 Stockholm | 08-410 479 00 | info@jvm.se