Madame Tussauds

Star Wars

Working with two global brands to usher in a new era

Challenge

Madame Tussauds was bringing Star Wars to London in a move that proved just how much this historic attraction had evolved. These weren’t just wax figures, these were fully realised environments that brought the Star Wars universe to life.

That was key: for fans, this immersion and the freedom to interact with their heroes (and villains) would be what set this attraction apart. Madame Tussauds would be the only place in the world where fans could do this.

Creative

As with all Madame Tussauds creative, the emphasis was on interaction – an element of the attraction which most people are unaware of. Across online, print and outdoor, the creative made it clear that Madame Tussauds was the only place fans could play their part in the saga’s most iconic scenes.

All three stakeholders (Disney, Lucasfilm and Madame Tussauds) approved this approach, which made an immediate impact on fans and non-fans alike when the campaign launched and dominated the London media landscape.

To celebrate the launch of The Force Awakens, the attraction welcomed BB-8, with a poster campaign that brought this new droid’s cheeky personality to life.

Outcome

“Star Wars is one of our biggest attractions this year so our advertising campaign is hugely important. Clinic has managed to perfectly capture the essence of Madame Tussauds, London.”

Matthew Clarkson,
Marketing Manager