Our brief for the hit play Mojo was simple; to extend the reach of the marketing campaign and to focus on a younger, non-traditional West End audience through Partnerships.
To do this, we collaborated with three well-known brands, MasterCard, Jigsaw and Topman to provide Mojo with valuable brand endorsement.
MasterCard Priceless offered their cardholders the chance to win 50 top price tickets to the show including champagne, a souvenir brochure and access to a private Q&A with the cast. This opportunity was marketed through the brand’s own activity namely a full page advert in Time Out, an e-blast, run of site ads and a site takeover over the Christmas period.
We also delivered a retail partnership with Jigsaw, a quintessentially British high-end high street brand. To reach the Jigsaw’s culture savvy, ABC1 female demographic, we ran a competition to win a five-star weekend break with Mojo and £500 spending money at Jigsaw. This was promoted via email to 115,000 subscribers, in stores via point of sale A4 struts for one month, featured on the Jigsaw website and supported by a social media strategy. In addition, we received an editorial endorsement on Jigsaw’s popular blog.
To engage with a 16 – 25 male audience who ordinarily wouldn’t attend the theatre, we partnered with leading men’s retailer Topman. Topman selected items from their current season which reflect the 1950s styled costumes of the hit production. The ‘Get the Mojo Look’ feature was promoted to two million customers through Topman’s Generation Magazine, online, through their social media channels and featured in their weekly style email to 750,000 subscribers. The partnership was also supplemented with a competition to win a VIP weekend break to see Mojo and stay at the Ace Hotel in Shoreditch with dinner at Hoi Polloi.
When the activity was completed, collectively these partnerships reached over 3.7 million targeted individuals, ensuring new audiences attended Mojo who typically would be out of reach for a West End play.