Wonder Fools is known for creating bold, socially engaged work that connects deeply with local communities. Their production of David Greig’s modern classic, The Events, follows Claire, a priest and choir leader who survives a tragic mass shooting in her church and embarks on a powerful journey of grief, forgiveness, and healing.

What makes this staging so special is its incorporation of a live, brand-new community choir formed in each tour city (Cumbernauld, Glasgow, Dundee, and Edinburgh), making every single performance a unique, shared local experience. The objective of the campaign was to build awareness, drive ticket sales, and celebrate the collective power of community across Scotland.

To source the local voices required for each stage of the tour, we launched targeted recruitment ads across Meta and TikTok. By leaning into the emotional pull of community participation, the response was great. Operating with a discrete budget, the campaign successfully connected with local performers in every single tour location, filling out the community choirs without requiring massive spend.

To bring the heart of the production out into the real world, we coordinated a choir performance right in the middle of Glasgow Central Station, uniting community choir members from across the country.

Supported by high-impact advertising on the station’s digital departure boards and direct flyering to bustling commuters, the activation created an unmissable, viral moment that bridged physical foot traffic with digital hype. This allowed the client to capture a nice video of the performance, which was immediately repurposed across socials and into paid ads to drive even more ticket sales.

"Thanks so much again for the brilliant activation last week! There's been a great buzz from it."   Jack Nurse - Co-Artistic Director, Wonder Fools

To anchor the digital efforts in the physical landscape, we booked key street poster locations across high-footfall areas in Glasgow and Edinburgh. Placed strategically ahead of the tour dates, these striking out-of-home (OOH) placements ensured strong brand recognition and continuous visual continuity between the physical city streets and online feeds.

Keeping content fresh across a multi-week run is vital for maintaining ticket-sale momentum. We deployed 6 distinct creative variations across Meta and TikTok, ensuring the campaign evolved seamlessly from early anticipation to final ticket urgency. Through strategic audience targeting, we successfully engaged key demographics - most notably capturing a strong youth audience through tailored TikTok creatives.

As a result of this multi-channel push, ticket sales flew out, with the show opening to a completely sold-out audience. By combining hyper-local digital targeting, high-impact OOH, and a show-stopping live public activation at Glasgow Central, the campaign delivered high-intent traffic, strong conversion rates, and packed houses for Wonder Fools across Scotland.