Bubble Planet

Semmel Concerts

StrategyProductions

Problem

Bubble Planet was a proven international hit, but for its German premiere in Berlin, we faced a major hurdle: nobody actually understood what it was. A traditional museum? An indoor playground? An art installation?

We had to define a completely new entertainment category for the local market: “the experience museum for all senses".

We needed a campaign that could instantly explain the concept while simultaneously hooking vastly different demographics, from Gen-Z creators looking for the perfect selfie backdrop to parents looking for a screen-free weekend activity.

Three girls pose for a selfie, smiling in a moody purple-pink room with a huge pink palm and children playing with pink balloons in the background

Solution

To introduce an unknown concept to a new market, you cannot rely on guesswork.

The client wanted to test multiple angles to see what actually converted, so we developed a flexible, modular Campaign Toolkit.

We established a unifying Brand Umbrella to ensure consistent conceptual recognition.

To anchor this localized push, we edited a bespoke trailer, translating the global exhibition's energy into a fast-paced format specifically tailored for the Berlin launch.

Result

40.000+ Pre-Sale Tickets

The modular, demographic-specific messaging drove early conversions, selling over 40.000 tickets before the doors opened.

Run Extension & Market Expansion

The localized launch campaign generated ongoing demand, so that the Berlin exhibition was extended. This success also paved the way for a second German market rollout in Cologne.

3 Distinct Audiences Unlocked

Proved that targeted, demographic-specific creative successfully out-converted a generalized, one-size-fits-all campaign by simultaneously engaging Gen-Z creators, families, and experience-seekers.

OOH

bubble up!

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