Secrets of Saltimbanco
January 31, 2012 by
The
Challenge
To leverage Optus sponsorship of the Cirque Du Soleil ‘Secrets of Saltimbanco’ tour, our challenge was to devise a complementary leverage activation program.
The
Strategy
Following the insight that the Cirque Du Soleil audience is amazed and intrigued by the show’s performers, our strategy was to capitalise on this mindset and use the Optus experience to satiate audience curiosity by uncovering secrets from the performers, the characters and the storyline.
The
Experience
A hero fanciful character, the ‘Optus Key Master’ was created and rolled out nationally across integrated channels of experiential, PR, digital and social media. On site, roaming staff distributed keys as the audience aimed to enhance the mystery of the Cirque experience and drive to the Optus stand.
The
Results
Digital reach – 45% over target
Experiential reach – 32% over target
In-depth show engagements – 54% over target
65% increase in Optus Facebook community – over 52,000 ‘likes’