When Disney’s Aladdin opened up in London’s West End it was London’s newest magical show and it was important for the production to not just reach family audiences but target professionals living and working in London. They needed to get the Aladdin brand in front mass audiences in unique, clever and fun ways.
Like most Disney musicals, audiences are generally already familiar with the stories and the characters as they will have been introduced to them when watching the classic films. We felt that finding a mass market solution with a little nostalgia would resonate well in this respect, and decided to look at ways in which we could put an innovative spin on an age-old marketing technique.
To brighten the evenings for London’s commuters we partnered with Evening Standard to create fun and eye-catching optical illusion vendor bills to stop commuters in their tracks. The technical term is ‘lenticular’ - those images that change when you look at them from different angles! It was the first time vendor bills had been used in this way.
The lenticular bills encouraged commuters to pick up the paper where we had a half page promotion which pointed to an online landing page which hosted a competition for a VIP trip to see the show. The competition was also advertised in the Evening Standard newspaper, and through their online newsletter. This was a media-first campaign that used the classic vendor bills in a new and exciting way to drive interest and awareness to London’s newest show.
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