Billy Elliot shows off some of his moves

Encouraging online users to interact with banner adverts can be a challenge. But aka have a fantastic track record for producing digital advertising which exceeds the average rates for engagement and click-throughs in the live entertainment industry. Prime examples are our recent creations for Billy Elliot the Musical.

aka’s digital department, connect, produced two imaginative banners for this beloved British musical, making the most of the great video content available.

One banner allowed users to control Billy’s dance moves by dragging a slider back and forth, and simultaneously invited users to book tickets.

Another banner acted as a ‘mini-website’, featuring not only a captivating video trailer but also a gallery of production shots, information about the show, a link to the extremely popular Facebook page and, of course, a ‘buy tickets’ button. This variety of content, quickly accessible and easily navigable, prompts longer, more interesting interaction for the user.

The creative was used for 2 large scale media campaigns – a takeover of Time Out’s home page and the theatre channel and a takeover of the Evening Standard’s home page. Positioned to target audiences looking for good quality entertainment the creative certainly delivered impact. Producing excellent above average click through rates, with 77% of all click views resulting in a video view.


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