Optus Cirque du Soleil Experiences

Optus sponsorship of the Cirque du Soleil Dralion tour of Australia is featured in today’s Site of the Day, www.optuscirque.com.au, and in an immersive experience tent found on the circus site.

Optus Cirque du Soleil web site


Dralion is the fusion of ancient Chinese circus tradition and the avant-garde approach of Cirque du Soleil, drawing its name from the dragon of the East and the lion of the West. The show pays tribute to the four elements: air, water, fire and earth.

The Cirque du Soleil Dralion site, designed by Mark, Sydney, offers viewers a choice of four environments in which they can get a taste of the spectacular performances of the circus and try their own skills out in an online game set by the four Gods.

Four gods are named, each with their own worlds of colour. Yao is the God of Fire, the Guide of the Fiery Demons who commands rhythm in a world of vivid red. Gaya is the Goddess of Earth, possessing human warmth and the freshness of life, adorning herself in ochre. Ocene, the Goddess of Water, controls the ocean through dance in her universe of green. Azala, the Goddess of Air, is the guardian of immortality and the sun, floating above timeless space in hues of blue.

Cirque du Soleil tent

Australasian brand experience agency ABT designed and installed an experiential marketing environment to help Optus provide a seamless experience of Cirque du Soleil’s ‘Dralion’ tour.

The hospitality lounge and bar is open to up to 200 visitors at a time as they pick up tickets, check in or wait for friends. Optus offered VIP tickets, in the best rows, to their customers, available to be picked up in the lounge.

The multimedia experience is designed to reflect Optus’ digital content capabilities, picking up the values of challenge, fun, wit and interactivity. The tent, like the web site, is divided into four quadrants reflecting the elements of water, air, fire and earth. The pinnacle of the Optus experiential solution is a 17-metre, interactive ceiling projection, which uses motion sensors to respond to audience gestures and movement. This works alongside six window ‘portals’ offering pre-performance glimpses of ‘Dralion-in-the-making’, to whet the appetites of attendees.

ABT’s internal project team featured staff from its Space, Screen, Interactive and Live divisions.

Having kicked off in Sydney, the Dralion tour will visit Canberra, Brisbane and Perth before closing in Melbourne in June 2009, and will be personally visited by an audience of around 1 million people.

Filed under: Ambient, Cirque du Soleil, Interactive, Optus

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