Idea Shop East post by Stefanie Price, PA and Copywriter, OgilvyOne
Aurelie Harp and Jessica Boyd are actresses with a vision. Their aim is to revive creativity within the industry through discourse and group-experimentation.
Aurelie and Jessica are in the process of setting up and launching an acting collective. They aim to create a forum where actors, writers, producers and directors can meet and workshop their creativity ideas, free from commercial constraints.
The ladies came to Idea Shop in order to pitch their project and get feedback. They wanted to see how communications experts would position the project, as well as find ideas on a name, clarify their USP and get ideas for a communication strategy.
It quickly became evident that the priority and focus here lay with actors, writers and others who’re involved in performance arts, and NOT with the audience. The finished production is very far from the collective’s chief purpose. As such the workshops, or “the lab”, is the project’s core offering. Furthermore, actors, writers and directors are the project’s core market. So communications should focus on the lab and be aimed at actors, writers and directors.
The ladies already have plenty of contacts within the industry. We advised that they activate these contracts and get them involved in spreading the word.
We helped them formulate a plan of action from the soft launch next month to the major launch in 3-4 months time. They had a firm idea of their financial and time budgets, so we helped them develop a marketing strategy within their operating criteria. Social media and blogging is going to be invaluable to this collective, as it enables them to reach and involve their specific audience. Plus it’s a low-cost form of marketing.
We brainstormed some ideas for some lovely viral movies, something they are keen to develop further and use as a key promotional tool. One idea involved using social media to crowdsource a mini play. We talked about the children’s game “Consequences”, where a story is written by a group in turns, with each person only seeing the last line written by the person before. This same process could be used to shoot a film, with the author of each scene only seeing the final few frames of the scene before. This could be created by collective members only, or opened out to the public.
Moving forward Aurelie and Jessica plan to start up the lab with a core team. They plan to create a sharable film around it that they hope will have viral potential. They are also planning an industry event to launch their project. They plan to measure the success of this activity by the number of people getting involved in the labs and the number of people reading and participating in their blog.
We wish them the very best of luck.