Curtain up on KELI - National Theatre of Scotland

When the National Theatre of Scotland raise the curtain on a brand-new production, it is almost guaranteed that as their media agency, we’ve played a supporting role.

That’s exactly the case with their latest touring production KELI – a bold new story of a sharp-witted 17-year-old in a mining town – that toured Stirling, Edinburgh, Dundee, Perth and Glasgow from 10 May to 14 June.

The goal? Sharing this small mining town story with a major audience. Our multi-channel media approach set out to engage with not only those established theatre lovers, but to get new and younger audiences through the doors.

With 7.9 million digital impressions across a mix of social, video, search, audio, and programmatic display, KELI reached far and wide. We rolled out ten variations of creative - from traditional trailers to bold, trend-led content designed to resonate with younger audiences.

High-impact OOH placements and press insets made sure the show had a strong presence in non-digital ways: with sites such as Queen Street and Waverley Station and publications like The Skinny and The Metro awash with the eye-catching KELI artwork ahead of the run.

Our digital campaigns saw huge success too, with our fun-filled Chippy Tea video, a new avenue for the client to explore, seeing an average CTR of 3.73% - showing the power for platform-native, informal storytelling. 

TikTok was key to unlocking younger audiences, with the most clicks coming from those aged 18-24 (70%), followed by the 25-34 age group (13%).

Not only did we ensure that KELI could be seen but also heard.  We gained 70,522 impressions on Acast and 92% of users listened to the ad in full on Spotify too.

Getting connected to a student market was key, with our digital posters appearing in various student accommodation screens across the country too. Thanks to our insight into Google Display ad placements, we also helped save the client over £17,000 too.

A bold campaign for a bold new show - built to cut through and connect.