CASE STUDY: CIRCUS 1903 EXPERIENTIAL ACTIVITY

EXPERIENTIAL CASE STUDY: CIRCUS 1903 EXPERIENTIAL ACTIVITY AMPLIFIED THROUGH SOCIAL MEDIA INTERACTED WITH 3,500 PEOPLE IN 3 DAYS

BACKGROUND

  • Circus 1903 returned to the Royal Festival Hall at Christmas. The show includes life-sized elephants created by puppeteers from War Horse and a huge cast including acrobats, contortionists, jugglers, trapeze and high-wire performers.
  • AKA is the leading global marketing & advertising agency serving the arts, culture, leisure and entertainment industries.

AIMS & OBJECTIVES

  • Raise awareness, particularly with family groups, during 3 days of the October half-term of the return of Circus 1903.
  • Encourage engagement with visitors to London Waterloo Station.

EXECUTION

Experiential promotion by AKA at London Waterloo Station for Circus 1903 at Southbank

Experiential promotion by AKA at London Waterloo Station for Circus 1903 at The Southbank Centre

  • AKA Experiential commissioned artist Joe Hill to create a 3D artwork – a trompe-l’oeil illusion – encouraging the audience to snap a photo to see the illusion come to life.
  • London Waterloo Station was chosen due to its proximity to The Southbank Centre.
  • Brand ambassadors helped the public snap photos, whilst encouraging them to share on social channels and enter the competition to win a family ticket to the show.
  • The SpaceandPeople Mobile Promotions Kiosk was vinyl wrapped and showcased the digital trailer for the event as well as a call to action.
SpaceandPeople Mobile Promotions Kiosk as part of Circus 1903 promotion at London Waterloo Station

SpaceandPeople’s Mobile Promotions Kiosk vinyl wrapped as part of Circus 1903 promotion at London Waterloo Station

RESULTS

  • This playful and engaging activation was a big hit with families and commuters.
  • 3,500 call to action cards were distributed.
  • The activity contributed to the 420,000 social media impressions whilst at Waterloo Station.
  • Instagram in particular worked very well with the hashtag #Circus1903.
  • The activation subsequently reallocated to The Southbank Centre and Dublin.

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Adam Dunseath, Experiential Director at AKA said “

“ We set out to create a fun activation people would want to participate in to raise awareness of Circus 1903.

Artist Joe Hill created a mind bending trompe-l’oeil artwork which brought the energy and playfulness of the show to life, providing an ideal platform to engage with both family groups and commuters alike.

To see 420,000 social media impressions and to hand out 3,500 CTA cards and as a result of 3 days at Waterloo was a fantastic result.”

For more information

Contact SpaceandPeople for more information on promotional space for event promotions