7 million people The ten commandments by 1

It took two years of preparation and "teasing" to make "Mozart" an event already highly publicized, before the first performance in public, on 22 September. Albert Cohen, producer with Dove Attia of this rock opera, chose a promotional network for the less original to initiate marketing strategy: that of hairdressers. "Our target heart, are women, prescribers of the outputs of the family." What is the place where they will make all The hairdresser. A provider with which they often have a responsible relationship to affect. Her salon is a place of Exchange, conversation, where Word-of-mouth works well. ""Mozart"has therefore been associated Eugene Perma (Kéranove, oil Hann), to build"B to B"with 15,000 hairdressers, become Ambassadors.

A year ago, 3,500 of them have had the privilege to attend the presentation of four songs by the troupe and the musicians prior to the media. Aware of the event by the producers in person, they accepted the establishment of an operation in their living room, to save their clients of tickets to attend the rock opera. Hundreds of thousands of people participated in this contest giving access to the preview and a VIP welcome. "The impact of this promotion has been very strong," welcomed Albert Cohen, who had already tested this type of device, on a smaller scale, for the musical "the King-Sun". "It is essential, because a production of this type is somewhat misrepresenting, with an investment of $ 6 million of euros and visibility on fill only four to five months before the start of the show."

Multiple-stage rocket

WAM Productions, a company created for this show, beside the two partners, TF1 and the Group Lagardère, all two minority. They should not regret their investment: the rise of "Mozart", cleverly orchestrated, it is already reflected by the success of the title Lighthouse "Watermarks me", broadcast by the radio as early as October 2008, relayed by a clip on television two months later and remained number one for seven weeks. "Initially, we have not indicated that it was a song in a show." We said that it was a new artist to make the "teasing". The master word: stop! "Because we are nothing," said Albert Cohen.

But as soon as the refrains of the rock opera become tubes, positive image follows. "To trigger the Act of purchase, must be dreaming." I compare the launch of such a spectacle of a multiple-stage rocket: preparation, ignition, the orbit to achieve that success. "If a step is failing, this calls into question the program", note the producer, failed to exercise with four shows to his credit on the sides of Dove Attia: "the King-Sun", seen by 1.7 million people, "The ten commandments" by 1.6 million, "As gone with the wind" and "The wizard of Oz" by 650,000 each. For "Mozart", the place is careful: a campaign press in December, the output of a second single end of January, an album became gold in April, of a third single late may, and then a journey in fifteen major cities of the troupe in full France singing a few songs before the regional media... What "booster" tour planned in the region, after the Palais des Sports of Paris.

If Albert Cohenet Dove Attia can boast of having the expertise of this "profession to anticipate where it must pass the"media mix"in the good timing", they are set this time a more ambitious challenge: export. "As of October 2008, we went to the meeting of several producers in the world, including to seduce the public Chinese, Korean and Japanese."Mozart is an international issue. "" It would be a first for a French musical long. "." Les Misérables ' "were a tobacco at the four corners of the planet, but after having been redeemed by English!". "