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Cirque du Soleil: Kooza

Travelling Trickster’s promotional tour delights crowds across Australia

Cirque du Soleil, the world’s largest theatrical producer, tours the globe to wow audiences with its awe-inspiring spectacular performances. With its Kooza show, the company returned to the traditional roots of the circus with eye-catching costumes, colourful design and a healthy dose of silliness thrown in for good measure. Ahead of its big launch, Because was brought on board to provide a fun way of offering up a preview of the show to potential audiences and create a ton of excitement.

Building on Cirque du Soleil’s international success, we needed to find an inventive way to connect directly with consumers in a large number of public environments and maximise a limited publicity budget by carefully selecting venues through a mix of paid sites and guerrilla type locations. We also needed to create a host of incentive mechanisms to directly support and influence ticket sales, and be flexible enough to produce and manage some special promotional events with short lead times.

We built an eye-catching Travelling Trickster’s Box that popped up in key cities across Australia both two weeks prior and also during the first two weeks of each show, to surprise and delight audiences and offer a taste of what the Kooza show was all about. The colourful travelling activation showed video highlights of the show via a fun ‘peek hole’, with all participants given early bird discount flyers to secure the best seats in the house. Vibrant and enthusiastic brand ambassadors in theatrical costumes and wielding branded drums added to the attraction, with custom kites delighting children and oversized Kooza glasses providing an irresistible branded photo opportunity. The combination of horns, bubble machines and the zoetrope ensured that the entertainment catered for all ages and attracted large crowds.

86K
engagements
338K
opportunities to see
185
live hours over 42 live days