A Brighter Voucher
Theatre Tokens are Society of London Theatre’s national gift voucher scheme, redeemable at over 270 Theatre’s Nationwide.
As part of the Theatre Tokens product roadmap we were looking to create a more eye catching and emotive physical product. This was to co-incide with our roll-out to in-store gift card malls, covering all of the major supermarket chains begining with Sainsbury’s.
The brief
Discussing concepts with our Marketing team we felt that the exisiting creative, whilst ‘classic’ and evoking ‘Theatre’ could be improved upon:
It would not stand out on the gift card malls as the image is quite dark and recessive.
Whilst it ‘says what it does on the tin’ it isn’t evocative of the emotions related to gifting.
It one size fits all and does not have the flexibility to tie into specific gifiting occasions (ie: Valentines, Mother’s Day, Father’s Day).
The existing creative needed to be less gender specific.
Messaging: ‘The gift of theatre’
‘The Gift of Theatre’ has been the Theatre Tokens tagline for many years, but had fallen out of use on the vouchers themselves, tending to appear on the packaging instead. As there would not be any extraneous packaging, we would need to re-integrate the strapline into the product packaging.
We workshopped messages that we felt whilst generic were ties to the emotions generated by gifting, and for each of the major giftng moments thorught the year one of these creatives could be fore-grounded. Colourways we’re kept congrouous to create a flexible pallette for the brand moving forwards.
The Gift of theatre
Our generic message, suitable for all occasions including ‘Christmas, Birthdays & Anniversaries’
Coloured orange in order to fit it congrously with out other B2C brand (OfficialLondonTheatre.com) and to tie it into the preceeding ‘I Miss Theatre’ campaign
This voucher colour was deliberately kept gender agnostic to ensure it was inclusive
The Love of theatre
To cover Valentines, Romance
Coloured pink to evoke romance
To provide us with a more traditional feminine gifting option
The Joy of theatre
To cover Father’s Day & non-romantic, non-familial gifting
Coloured blue to provide a more traditional masculine option
The Magic of theatre
To cover Haloween & align with a number of big West End productions with Magic at their heart (eg. Wicked, Harry Potter and the Cursed Child), non-familial gifting & suitable for a younger, less traditional demographic
Coloured purple to connote ‘Magic’
Outcomes
Theatre Tokens sales in the Gift Card malls accross all retailers has gone from strength to strength. With the higher visibility, impact, flexibilty & emotive messaging of the new creative we are able to appeal to a far greater range of customers and demographic than our classic creative would allow. Increasing revenue and encouraging new audiences nationally via the gift theatre.
