Cirque Du Soleil China
Projects: January 26th, 2008
Sanmohini Pellerini and Dave Roberts from SID LEE, Canada delivered a brief for a project for Cirque Du Soleil China. We worked in groups of three and where assigned 24 hours to come up with a solution on how to:
- Announce the arrival of this exciting new offer in their country: a Cirque du Soleil permanent show.
- Educate a new market about the Cirque Du Soleil offer – What is Cirque Du Soleil?
- Entice people to sign-up for notification of ticket sales, information about shows and generally stay informed with CDS’s operations in their region.
My role in the project.
- Come up with and developed the core idea
- Write the debrief
- Research the cause
- Make sure that deadlines were kept.
Our solution
Cirque Du Soleil is all about multicultural, dynamic, adrenaline pumping performances filled with music and light. They are quite often inspired by the asian acrobatic arts and in this we saw a major problem. The asian feel is a very exotic thing in the US and in Europe, however if we try to launch Cirque Du Soleil in China pushing the exotic asian feel we are sure to fail.
China has a strong connection to its historical heritage and the chinese people have a tradition of storytelling through for example the Beijing opera. With this in mind we decide to put focus on the european history, creating a campaign based on figures throughout the european historical and social evolution presenting the ancient Rome, the gypsies in Bulgaria, the French haute couture and so on.
The campaign will have its center in the target audience mobile phones. We are sending out MMS messages inviting selected people to attend promotional shows. We also create a mobile web portal where we convey the feeling of Cirque Du Soleil as well as educate the audience about its origin through images and video.
Out side the mobile phone
We are planning to place statues or actors of the characters referred above in airports or central streets in the business districts. On the characters we would put QR-codes to make their performances interactive. By snapping a picture of the character with your camera phone the customer will be directed to a mobile website with information and videos concerning the character met. There the consumer will also be able to get information about the shows and order tickets.
The workgroup
