Betty Nansen Teatret is an independent theatre – named after the famous Danish actress – that has been on the forefront of avant garde theatre since 1869 and is synonymous with innovative theatrical art of high professional quality. We helped Betty Nansen reinvent themselves in the digital space by creating a new digital experience and identity that matches their contemporary view on theatre with a top of the line website.
Where classic and contemporary meet
Betty Nansen Teatret’s mission is to keep the contemporary art and theatre scene alive, and push the boundaries of the performing arts through reinterpretations of classic works as well as innovative and experimental performances and formats.
The repertoire is broad and it always addresses current cultural topics and issues by strengthening the relationships between people, attitudes and backgrounds.
The theatre delivers top-class experiences and has celebrated national and international triumphs. It is the acting theatre in Denmark that has received the most Reumert awards.
The challenge
We were approached by Betty Nansen Teatret with the request for a new digital experience and identity that would satisfy the following needs:
- Craft a unique digital identity and style that builds and communicates the brand Betty Nansen and its values.
- Inspire potential guests with storytelling about the plays that entice them to purchase tickets.
- Increase user engagement, community and loyalty by educating the users and taking them ‘behind the curtain’.
Our approach
After talking to avid Betty Nansen enthusiasts and potential target audiences to understand the drivers and barriers in the customer journey, we found that the offline and online presentation of the plays played a big part when it comes to attracting potential visitors. We needed to tease and reveal just enough of the plays to tempt people to purchase tickets for the full experience. As Betty Nansen’s plays all have different individual visual styles, we had to come up with a platform that was able to display all these different expressions.
The solution
We created a design system that allows the theatre to use unique graphics and logos, as well as adjusted colour themes. This resulted in a website that, just like the physical stage, can be filled with different visual universes for the different plays. That way, each play is brought to life in the digital world. Now, audiences can dive into all the behind-the-scenes details and information about the play – or simply purchase tickets.
Since we also found that going to the theatre is all about sharing and talking about the theatre experience, we created an area on the new website for the community, called ‘Our Betty’. Here, members of the Betty Nansen Teatret get a look ‘behind the curtain’, invitations to special events, limited edition play posters and much more.
Finally, we digitised the behind-the-scenes ‘Our Betty’ magazine, creating unique landing pages with inspiring and interactive articles for the users to explore.
The results
The impact of the new digital experience and identity were visible immediately: two weeks after the website went live, the conversion rate of the Betty membership (‘Vores Betty’) had already increased by an astounding 500%. Now, that’s worth a standing ovation!
“We know that the theatre experience already begins with the ticket purchase. It is therefore extremely important to us that our website is not only inviting, inspiring and welcoming to our audience, but also reflects the living, sensual and aesthetic aspects of an evening at the Betty Nansen Theatre. Thanks to a highly successful collaboration with DEPT®, that is exactly what the site does. Why limit the language of theatre to the physical stage when you can also let theatre speak on the digital stage?”
Marie Lundgaard, Communications & Marketing Manager, Betty Nansen Teatret
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UX Designer