The Play that Goes Wrong
In 2015, JHI were tasked with creating an innovative and engaging marketing campaign for a play by an unknown group of LAMDA graduates, which they had written and were starring in themselves, directed by their teacher at LAMDA. For a new show to open in the West End without a major star, an off-West End sell-out run or at least a renowned author, is quite a challenge. But we met that challenge and took on board the very essence of the production and created a campaign that echoed the enjoyment that audiences were having with this show as it toured around the UK. We created a marketing campaign that literally ‘goes wrong’. It started with the Evening Standard partnership whereby they agreed to run the ads upside down. It went on to include a front of house which passers-by still stop and have their picture taken in front of. We have our escalator panels shared more times on social media than any other show and we are constantly coming up with new copy lines or visual gags which reinforce the ‘goes wrong’ theme. We are hugely proud that these campaigns brought audiences flooding to see this hilarious show and the positive word of mouth which ensued has ensured sold out performances for over five years now.
We haven’t given up on innovative ideas either, the latest 5th birthday campaign included a photo shoot with 5 year olds ‘copying’ the costumes and stance of the cast and we look forward to another 5 years (at least!) of going wrong again and again!