Liceu Opera Barcelona 2015 & 2016

The Night For Equal Opportunities

  • Digital
  • Environments
  • Strategy
  • Visual

Four great Michelin-star chefs, Albert Adrià, Carles Abellán, Carles Gaig and Nandu Jubany, collaborated with the El Gran Teatre del Liceu, El Casal dels Infants and LetsBonus to celebrate a charity, gastronomic and musical event “La Gran Nit Solidaria” in El Gran Teatre del Liceu opera house. The event hosted more than 400 guests. The funds raised were donated to the NGO El Casal dels Infants to assist 6,000 children and young people at risk of social exclusion.

The main thrust of the action was to create an experience, in this case in the form of an event. Digital communication channels were selected, including websites, newsletters and email marketing, as well as offline support in the framework of public relations.

The integrated design of this action created at LetsBonus included the production of digital and printed communication materials that decorated the foyer and the main stage.

In addition, we managed real-time communication on social media. A high impact was achieved, with 102 impacted users and 184,014 people potentially reached. These constitute significant results considering it was a closed-door event for 400 guests.

Thanks to being sold out, both in the 2015 and 2016 editions, €35,000 and €41,000 were raised respectively, for the designated NGO.

Conventional media, noteworthy among which are La Vanguardia, El Periódico, Vogue, Vanity Fair, and the television channels TV3 and TVE, recorded 56 impacts (features) with an economic value of €1,800,000.