Client brief and objectives

Innovative theatre company Vox Motus needed to find an inventive way to promote their forthcoming production, Slick, during the Edinburgh Festival Fringe. Slick tells its uniquely dark tale of greed and avarice with starkly-lit half man half puppet actors.

Vox Motus wanted to reach out to 20-something non-theatregoers while conveying the grimy, edgy style of Slick. Its sheer inventiveness needed a different marketing approach that would enhance and complement the experience.

Our approach

We devised a digital marketing strategy based around sharing on social networking sites like Facebook and YouTube. We quickly realised that the show itself needed nothing added to it but that it did require a platform to be seen on.

We filmed four video clip "teasers" to release on You Tube including a short clip of the show with short sharp edits, interviews with the actors in character and audience vox pops.

We then helped Vox Motus create an online presence alongside their existing website with strong audio-visual content. We used Vox Motus' existing networks to set the wheels in motion and from there it gathered a momentum of its own.

Results and effectiveness

A series of startling clips perfectly balanced between pure, shareable entertainment in its own right and just enough sneak preview to cause unprecedented ticket sales.

Combined views on YouTube are over 10,000 and they're continuing to rise. Slick sold out in the first two weeks of sales at the Edinburgh Fringe Festival and continued to play to packed audiences during their tour of Scotland.