THE PLACE

About

The Place is London’s leading centre for contemporary dance, known for championing bold new performances and emerging artists. With a reputation for pushing creative boundaries, The Place attracts culturally engaged audiences seeking unique live experiences in the capital.

Problem

To raise awareness and increase ticket sales for their new production, Ronin, by reaching culturally relevant audiences across London in high-footfall commuter locations.

Plan of Action

Targeted Mega Bike Campaign:
iDO deployed Ad Mega Bikes across key London areas including Russell Square, Goodge Street, Tottenham Court Road, Oxford Circus, and Warren Street, targeting busy commuter and cultural hotspots throughout central London.

Audience-Led Location Strategy:
Routes were carefully selected to reach students, young professionals, and theatre-going audiences.

Mobile Visibility & Street-Level Impact:
The Mega Bikes delivered high-frequency exposure in areas traditional static media cannot always access, creating eye-level engagement while moving naturally through busy pedestrian environments. Their standout format also encouraged organic social sharing and word-of-mouth awareness.

Outcome

By using mobile digital transport media, iDO successfully created repeated and memorable brand exposure for Ronin across central London.

The campaign allowed The Place to connect with audiences in multiple high-footfall locations throughout the day, reinforcing awareness through consistent visibility.

This agile and targeted approach helped support ticket sales by placing Ronin in front of culturally engaged consumers where they live, work, and socialise.