The French-Canadian troupe, which will perform at the Barbican in August, combines circus, theatre and dance in a show that features dream sequence special effects and high-wire stunts.
Neoco's campaign, entitled "'Escape with Cirque Eloize", plays on the childhood dream of running away to join the circus.
The four-pronged summer campaign will first target commuters with advertising on the London underground; secondly, a younger audience will be aimed at with online and viral executions; thirdly, a postcard wil be distributed in bars, cinemas and clubs; and finally, a direct marketing campaign will follow.
The digital work, the Barbican's foray into viral marketing, draws on the dream sequences and the idea of joining the circus. A game where players control the safety man who catches falling trapeze artists links to a campaign .
High scores can be registered on the site with the top scorers winning tickets, merchandise and other prizes.
The above-the-line work shows a trapeze artist overlaid on a dreamscape made up of images from the show, and the direct marketing campaign uses sticker sheets and a Cirque Eloize dreamscape for users to create their own compositions.
Helen Burgun, marketing director for The Barbican's programming arm Bite, said: "We're trying something completely different. Neoco came up with an inventive and cost-effective approach to promoting Cirque Eloize that positions the Barbican as a venue for a younger audience."
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