Both theatres have a loyal base of customers, but in order to increase the sales volume of the Maria&Luiz Card, the campaign had to speak with a broader audience. So the campaign had two goals: 1. it had to promote the card for new customers, that might be interested in theatre but didn't had the habit of going; 2. at the same time it had to captivate the existing customers, with a message that would inspire them to keep going to the theatre.

We believe that the Maria&Luiz campaign communicates straight to the customer, because we showed to people that in each personal relationship of their lives, they could find stories that they also find at the theatres. From 7 short documentaries about real-lives Marias and Luises to an actual play, every element of this campaign drove people to our product: the Maria&Luiz discount card.

Maria and Luis are also two of the most common Portuguese names.

And just like the two theatres, the Portuguese too are made of stories.

That led us to the concept: where you find Maria&Luiz, you find great stories.

In order to show that to the audience, we made 7 short films about real-lives Marias and Luis, all available at mariaeluiz.pt. From romance to drama, from fantasy to expression, we showed that in each personal relationship between a Maria and a Luis you always find a great story.

At last, we brought one of the stories back to the place where it all began: the stages of the Maria Matos and São Luiz Theatres. The story of the couple of truck-drivers became an actual play. The video of the stunt was also available at the campaign's website and got shared through both theatres' fanpages.

The campaign got nationwide coverage and contributed to a significant 50% increase in Maria&Luiz discount card sales.

The Maria Matos and São Luiz Theatres, two of the main theatres of Lisbon, created the Maria&Luiz discount card, which gives half-price tickets in all their programming.

Our challenge: increase card sales for the 2014/2015 season and bring people to the theatre.