Since releasing the musical’s trailer which was viewed more than 1.8 million times, AKA has kept the Dolly Parton’s 9 to 5 front-of-mind this year with two high-impact retail and media partnerships; a one-week long Magic FM competition for workplaces to win tickets to the show; and a multichannel activation with New Look, reaching over 3.2 million people.
We also introduced postcode mapping across the integrated marketing campaign, analysing data regularly to assess audience regions: all in order to more accurately target lookalike customers online and effectively plan Out of Home and press advertising.
This ‘slick and stylish’ musical opened to five-star reviews last week, with AKA working alongside DMS to create a gala night video to capture the star-studded bash. This included interviews with the likes of Gok Wan, Graham Norton and Kylie Minogue, and an curtain call from the Queen of Country herself!