CLIENT ASK:

“With Lole Yoga & Cirque du Soleil being such iconic Montreal brands having sensorial experiences in their DNA, how can we collaborate to offer both the Lole & Cirque communities a unique & shareable experience to generate PR & brand loyalty”

INSIGHT:

Utilizing consumer demographics intel, we discovered both brands each had a high concentration of mindful advocates in Montreal. Lole was already known for their large-scale daytime yoga events called ‘The White Tour’ and Cirque Du Soleil were keen to introduce new audiences to their shows & find fan experiences other than classic VIP lounges & artist meet n’ greets.

After many working client sessions, & much digging, we also discovered Cirque du Soleil shows worldwide are always closed on Mondays (to allow for technical repairs, performer recuperation etc).

The stage was set for a never-done-before event:

SOLUTION:

We proposed a concept to bring some magic to Monday’s with Lole hosting a series of Evening Meditation & Yoga Classes on the awe-inspiring stage of Cirque du Soleil’s Alegria during its 2 month Montreal run.

Utilizing the scenography, stage design, music & lighting from the show, the result was a fully immersive, highly instagrammable sensorial experience. Lole’s yoga community were treated to a captivating & enchanting environment, & yoga loving Cirque fans were given a once-in-a-lifetime opportunity to actually say they ‘performed’ on a Cirque Du Soleil stage.

This magical collaboration created an unforgettable & highly shareable experience from which the resulting PR, WOM & social shares contributed to sold-out shows & increased brand loyalty.