Street theatre for an annual Managers' Conference
Thinking outside the box for a live event
The client
O2
The challenge
At their annual Store Managers’ Conference, O2 wanted their digital and retail sectors to realise they were both essential to the company’s success. The conference agency thought a great way to do that was to present a play in the entertainment/relaxation communal break-out space.
The solution
We thought street theatre would work better in a than a formal play as people were walking around. So we wrote and directed three entertaining sketches which would grab the attention of passers by at the crowded conference. The series followed two characters - Miss Digital and Mr Retail - and drew parallels between their relationship and that of O2’s two sectors. We used a light touch on the corporate messaging, allowing the audience to come to their own conclusions.
The writing
‘MR RETAIL: I’m going to ask Miss Digital to marry me….
Another pause
MR RETAIL: Tonight!
MR RETAIL (mischievously): Don’t tell her, she doesn’t have a clue!
He wipes his brow.
MR RETAIL: A lifelong commitment…blimey, no wonder I’m nervous! My longest relationship so far is with my mobile network. I need some advice from a man who really knows what he’s doing when it comes to women…
He scans the crowd
MR RETAIL: I picked the wrong conference!
He picks on a man in the audience
MR RETAIL: You’ll have to do'
He asks the crowd member for advice on proposing to a woman.
The results
It was not at all what the client was expecting….but it worked a treat, pulling in audiences and holding their attention to the end.
The credits
Copywriting agency: Barnaby Benson Copywriting London
Copywriter: Barnaby Benson
Agency: Sledge
Client: O2
