A Spectacle of Success: Kre8 Media’s Innovative Campaign for Cirque du Soleil

Overview

Cirque du Soleil, the global trailblazer in live show productions, sought to create a sensational, unforgettable experience for tourists along the iconic Las Vegas Strip. With the Strip’s saturated advertising landscape and the challenge of educating new audiences about the distinct appeal of each Cirque show, this was a golden opportunity to break through the noise and captivate attention in an entirely new way. Cirque aimed to allow tourists not only to see but to feel the essence of each show—demonstrating that Cirque du Soleil offers an exhilarating experience for all senses.

Objective

• Amplify Awareness: Ignite excitement and brand recognition for Cirque du Soleil’s expansive show lineup.
• Craft Unforgettable Experiences: Educate millions of locals and tourists alike on each show’s unique identity, blending show-stopping visuals and sensory allure.
• Sensory Spectacle: Engage the senses with electrifying visuals, sounds, and experiences that resonate deeply.
• Create Demand: Spark irresistible interest and ticket sales, driving Cirque du Soleil into the hearts of Las Vegas visitors.
• Innovation at the Forefront: Deliver something revolutionary, unlike anything the world has seen before.

Cirque du Soleil Iconic Mobile Billboards

Strategy

To transform these objectives into a living, breathing experience, Cirque du Soleil teamed up with Kre8media, commissioning a “Show on Wheels” concept for each production. This would generate buzz, invite interaction, and solidify brand awareness.

• Mobile Showcases: Custom-designed mobile billboards themed to each unique Cirque production would parade the Las Vegas Strip as part of a bold caravan or travel solo, each show’s magic captured in its own rolling spectacle.
• Extraordinary Production Elements: Incorporate immersive build-outs with stage elements, fog machines, 3D effects, moving characters, video, audio, reflective surfaces, and specialized finishes, ensuring that each mobile billboard is a mini-show in itself.

Timing

The journey kicked off in 2016 with the launch of KA, quickly expanding with four additional mobile icons between May and August of 2017.

• Build Timeline: Each custom mobile billboard requires meticulous build-out time, averaging between 45-90 days to craft these one-of-a-kind mobile masterpieces.

Execution

Kre8media’s creative team introduced various concepts tailored to each show, ensuring designs encapsulated the bold individuality and spectacle that defines Cirque du Soleil. Upon final approval, the Kre8media production team meticulously fabricated each mobile billboard, infusing it with Cirque’s signature attention to detail.

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

Tactics

• Route Customization: Strategically crafted routes for each mobile billboard.
• Dynamic Parades & Caravans: Coordinated for maximum visibility and engagement.
• Geo-Targeted Strategy: Selective routes matched to key demographic profiles.
• Traffic-Based Timing: Optimized routes by peak hours for maximum reach.
• Coordinated Marketing Activations: Integrated media activations and stunts for a fully immersive experience.
• Experiential Marketing & PR Stunts: Drive public engagement with unforgettable experiences.
• Special Events & Corporate Tie-Ins: Boost Cirque’s presence through collaboration and targeted events.

Results & Summary

• Audience Reach: Monthly impressions skyrocket to an astounding 63,601,800.
• Market Dominance: Secured an 80% Share of Voice (SOV) on the Strip.
• Social and PR Engagement: Unprecedented buzz across social platforms and media outlets.
• First of Its Kind: These iconic mobile billboards set a new standard, capturing the Strip’s vibrancy in a groundbreaking way.
• Incredible Public Response: The impact has been undeniable, with pedestrians dancing, snapping photos, and marveling at the spectacle, sparking industry-wide admiration and establishing Cirque du Soleil as an unmissable presence on the Las Vegas Strip.

Through these pioneering mobile billboards, Cirque du Soleil has carved out a commanding position, with Kre8media’s dynamic execution and creative vision ensuring a level of engagement and intrigue that’s unmatched.

Public response was overwhelmingly positive. Spectators danced, took photos, and engaged with the displays, fueling significant social and media engagement. The “Show on Wheels” concept generated industry-wide buzz, solidifying Cirque’s brand dominance on the Strip and connecting audiences with each show in an exciting, memorable way.

In collaboration with Kre8media, Cirque du Soleil set a new standard for mobile advertising. By leveraging custom routes, timed activations, and PR stunts, they delivered a campaign that was as dynamic as it was impactful. This bold execution established Cirque as a leader in experiential marketing, leaving a lasting impression and demonstrating the power of innovative, sensory-driven brand engagement.