Cirque Du Soleil

Iconic Mobile Billboard Case Study

Overview

As the pioneer in show productions across the world, Cirque du Soleil was looking for a ground breaking opportunity to create memorable experiences for tourists on the strip corridor. Faced with advertising clutter on the Las Vegas Strip, along with educating tourists on what a Cirque du Soleil show is about, there was an opportunity to do something that has never been done before. Cirque du Soleil wanted to allow tourists to identify with each Cirque du Soleil show and showcase that there was a show for all senses.

Objective

  • Create awareness for Cirque du Soleil’s portfolio of shows
  • Create a unique memorable experience while educating millions of tourists and locals on the differences of Cirque du Soleil’s various shows
  • Appeal to the senses with visual elements and sound
  • Generate excitement and create demand for ticket sales
  • Cutting Edge… something that has never been done before

Strategy

  • Utilize Kre8 Media to produce a “Show on Wheels” for each of their individual productions to generate buzz and encourage engagement
  • Promote Cirque du Soleil shows utilizing custom iconic mobile billboards branded to each individual show that parade in a caravan and are used individually to build brand awareness
  • Out-of-the-box production to include stage build-out, moving characters, stage fog, 3-D build-outs, video and audio, reflective and specialized finishes
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Timing

  • KA launched in 2016. The success was immediately followed with the launch of four additional iconic mobile billboards between May and August of 2017
  • Build-out production averages 45-90 days per iconic mobile billboard

Execution

Kre8 Media’s creative team presented several concepts per show. Once the final design was approved the Kre8 Media production team fabricated elements for each iconic mobile build-out providing the detail and individuality that Cirque du Soleil is known for.

  • Zumanity at New York New York
  • Mystere at Treasure Island
  • MJ One at Mandalay Bay
  • KA at MGM Grand
  • “O” at Bellagio

Tactics

  • Multiple customized routes
  • Parade/Caravan
  • Geo-targeted locations based on demographic profiles
  • Day-parted routes based on traffic volume
  • Synchronized marketing activations
  • Experiential marketing
  • Multi-market opportunities
  • PR activations and stunts
  • Special events
  • Corporate initiatives
kre8media_cirquetactics

Summary

  • 63,601,800 impressions per month
  • 80% SOV
  • Social / Media / PR Engagement
  • These iconic mobile billboards are the first of its kind in the world, having a dynamic impact in a market comparable to no other
  • The emotional response from pedestrians dancing to the music, taking pictures, and finger pointing has been an incredible reaction. The industry buzz surrounding this campaign has been like no other
  • Cirque du Soleil has a dominant position on the Las Vegas Strip with iconic mobile billboard creative execution that is second to none

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