As they approached their 10th anniversary in London, Wicked needed to be perceived as the show to see in 2016, and wanted to reaffirm itself as an award-winning, high quality, large scale production - and a West End favourite!
With new family relevant shows entering the market, Wicked wanted to maintain its presence in this demographic, whilst also targeting its core female audience.
Key to the strategy was to tell the story of the show, including its themes and why it was a global phenomenon.
The marketing directors were also keen to encourage all word of mouth activity, and were interested in new creative ways to reach audiences.
We knew that this was an opportunity for Wicked to create mass visibility in London, and wanted to find ways to profile the show both on the high street and around key London landmarks so that we could reach a huge number of people commuting to and from work as well as tourists.
In order to reach the core young female demographic, we also wanted to form new digital partnerships that could help the show reach mass audiences through new channels that they were deeply engaged in.
With such an incredible opportunity to showcase the brilliant story of Wicked and celebrate its 10 year milestone, we knew we had to pull off one of our most ambitious and wide-ranging campaigns ever.
These were some of the highlights:
Take a look at some of the highlight of the 10th birthday celebrations here:
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