Citroën at Brighton Fringe Festival
Posted by: The Tailor of Shoreditch
Date added: Fri 07 Oct 2011
Citroen created multiple displays and test drive opportunities with a range of cars including their zero emissions electric vehicle and the range of Orla Kiely designed DS3s. The Tailor also employed the Brighton City Singer Choir to mingle and blend in with the crowd. The members of the choir were mixed ages, but the vast majority were over 45. This demographic was chosen so that the choir were the same age as the crowd and could easily blend in.
At the given time, the choir started to sing! The chosen song was ‘I Predict a Riot’ by The Kaiser Chiefs – a song with applicable lyrics and also one that was universally liked and recognised by all age groups.
The choir sang and danced and really engaged the crowd. Passers by joined in, sand and danced around – with many recording the activity on their phones.
The whole spectacle was recorded by Tailor and the resulting film was edited and distributed via YouTube and other viral channels. The YouTube footage has currently had nearly 55,000 views – vastly extending the reach of the campaign.
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