City Centre shoppers and concert goers alike were stunned to come across international pop sensation Beyonce walking around alongside them.
The ‘Crazy In Love’ singer was seen popping into Cardiff’s Park Plaza Hotel on Wednesday night and spotted having a drink with rugby pundit Jonathan Davies. She was also caught last minute shopping in St David’s 2 shopping centre prior to her Formation tour performance at The Principality Stadium on Thursday 30th June.
OK!, we confess, it wasn’t the real Beyonce. It was an awareness campaign for our client ACT Training Limited. We hired a high-profile look-a-like Beyonce to tie in with Queen B’s concert, with the objective to raise awareness amongst young people about the apprenticeship schemes ACT has to offer.
Watch the promotional video below.
Gemma Shaw, our hired Queen B spent two days in Cardiff, travelling around in an ACT branded taxi and interacting with fans in the City Centre, followed by “Paparazzi” and accompanied by her entourage, drawing large crowds and taking selfies with fans.
Hired entourage and promo staff were briefed to engage with the general public, ideally targeting 16 – 24 year olds. As they eagerly waited to have a snap with the look alike pop queen, they were informed of ACT’s key messages.
Traineeships, Apprenticeship and Higher Apprenticeships – all offer an opportunity to earn and learn, working towards nationally recognised qualifications, whilst earning a wage, gaining skills and building a rewarding career. ACT works with over 700 employers across Wales who are waiting for young, ambitious candidates.
The first orchestrated sighting of “Beyonce” was on Wednesday evening at the Park Plaza Hotel the night before the concert, accompanied by ACT brand ambassador Jonathan Davies. We thought this scene of an unlikely couple would be perfect to create talkability across social media and ignite the buzz of Queen B’s arrival to the Welsh Capital.
- Reaching 2,000 views on a video in 24 hours was perfect thanks to a post from I loves the diff.
- #BEYanapprentice was trending on Twitter across Cardiff due to a high volume of tweets, retweets, and social interaction.
Thursday 30th the day of the concert, we arranged for the lookalike to visit ACT apprentices in their workplaces, The Early Bird Cafe, and The Vanilla Rooms in Cardiff where the look alike Beyonce used their services to promote the schemes. The entire process was documented and leaked across social media channels to achieve interaction across our client’s social media channels.
The stunt was reported on WalesOnline – monthly audience of 2 million unique visitors. The stunt reached the site’s most read section of the website and achieved almost 1000 shares.
Jayne McGill Harris, ACT Training’s marketing and PR manager said: “The Beyoncé lookalike, was spotted all over Cardiff and we’ve had a great reaction on social media. We are hoping that the extra attention our channels are receiving will help to raise awareness of the options available for young people to live, learn and earn with apprenticeships.”
Our Managing Director of The Media Angel, Alison Debono, added: “This was a great way to engage with youngsters on an interactive and unique level, ensuring that ACT’s campaign message Live Learn and Earn was seen by as many potential apprentices as possible.”
In 48 hours the campaign –
- achieved a massive 496.2% increase in Facebook engagement
- reached 142,139 Twitter accounts
- gained 170 ,936 Twitter impressions
- had a 125.0% Increase in received Twitter messages
- saw 2,093 Twitter link clicks
If you want help to STAND OUT with your Marketing then contact The Media Angel on 02921 320200 or [email protected] for award–winning advice on your next advertising campaign.