Our Client:
Cirque du Soleil
What are we proposing:
A communication strategy to promote six of Cirque du Soleil’s spectacles, using exclusively the technology of augmented reality.
The target market:
Both long time fans and first-time visitors of Cirque du Soleil’s spectacles are sure to be left amazed by the magic and surrealism of the piece of performance art they attended. We are targeting both young, hip, artistic types and a more mature affiliate audience, sharing the main traits of creativity, open spirit and love for imaginative innovation. Part of the A, B and C1 demographics, they dispose of the means to attend the latest shows, follow fashion and art trends and are interested to discover and discus new and trendy events.
What are we saying with our piece of communication:
Cirque du Soleil is one of a kind. Its unique point of sale is innovation and magic, taking the experience of a circus show to extends no one ever has. Proposing visitors the alter-reality of a magical world, it is not merely a show, but an experience. Cirque du Soleil continues to be on the top of innovation and to offer its spectators new and even more exciting ways to discover the extravagant art of circus enchantment.
How are we saying it:
We are using the concept of augmented reality to create a piece of viral communication to be distributed to our customers. This will be a small-sized (around 3cmx3cm) die, the six faces of which will work as augmented-reality plains. The customer could turn the die in front of her/his computer screen and see a different image materialise in 3D, performing movements from the respective spectacle.
Time-plan:
The campaign will be initiated in Las Vegas, promoting six shows that are to take place in six different casinos.
Initiation date will be the 10 December 2009 with the distribution of our communication pieces (the dice). End date is set to be 10 March 2010. During these three months the campaign will concentrate on the six different shows that will be performed around casinos in Las Vegas. The schedule of performances is as follows:
Name of show |
Place |
Dates |
Viva Elvis |
ARIA Resort and Casino |
January 2010 – March 2010 |
Believe (Cris Angel) |
Luxor Casino |
January 2010 – October 2010 |
Ka |
MGM Grand Casino |
May 2010 – November 2010 |
Mystere |
Treasure Island |
November 2010 – December 2010 |
O |
Bellagio Casino |
November 2010 – December 2010 |
Love |
Mirage Casino |
June 2010 – December 2010 |
Why it would work:
Cirque du Soleil is unique, as is our communication technology. Both are sailing in a “blue-ocean” market with no direct competitors. Both have the main traits of exclusivity, innovation and cutting-edge concept. The dynamic magical character of the spectacles could be extremely well communicated through the tactile media of augmented reality; a personalised, active and intelligent piece of communication – exactly like a piece of art. Our target market is well-aware of the latest trends and happy to be part of them. They have both the financial means and the desire to explore and be a part of a fast-moving artistic scene and completely match the profile of potential users of augmented reality technology. Sharing with their close ones is easy, exciting and important to them.
Visual support:
http://www.geishatokyo.com/jp/ar-figure/figure.html
http://www.korben.info/venez-tester-la-realite-augmentee.html
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