Vaults Live

Establishing a new spooky proposition in the Irish weird entertainment scene.

Brief
Vaults Live opened in October 2018, bringing a new genre of live, immersive historical entertainment to Dublin. Housed in an old Victorian schoolhouse, visitors walk through six lavish sets encountering shady characters from Ireland’s past, like Molly Malone, Bram Stoker and Ikea the Viking, becoming part of the action themselves. The client needed a compelling brand proposition and creative campaign to appeal to tourists and locals alike to drive awarenessand ticket sales.

Challenge
Cultural research showed people are ravenous for visceral, live entertainment that informs, and consumer intercepts and TripAdvisor reviews told us people loved the Vaults Live experience but found it hard to describe to others. As a totally new genre of live entertainment in Dublin, we had to overcome two barriers: ‘what is it?’ and ‘why would I go’? And, we had to bring this to life in a way that intrigued people about The Vaults experience without giving too much away.

Insight
We asked ourselves, ‘what do we store in vaults?’ Treasure and prisoners. Then, we asked ourselves, ‘what’s Ireland’s treasure?’ This led to the thought: stories and characters are Ireland’s crown jewels.

Strategy
We now had our brand proposition: ‘Step into The Vaults and meet Ireland’s most infamous treasures in the only place that can hold them’.

Creative
The creative campaign, ’Meet Ireland’s most infamous’, integrated evocative character-led outdoor, radio, digital and social, bringing the characters to life, along with social content and a video hinting at the experience customers can expect.