AKA and the Royal Shakespeare company launch interactive Matilda campaign

Sian Bradley's picture
by Sian Bradley
A giant replica of Trunchbull's chair has appeared in Covent Garden

A new campaign is urging Londoners to #BeMoreMatilda.

The campaign aims to promote RSC’s winter production of Matilda The Musical, and is the result of a partnership between creative marketing agency AKA and the Royal Shakespeare Company.

A giant replica of Miss Trunchbull’s chair has been erected in Covent Garden’s shopping plaza as part of the campaign’s marketing.

The chair was made in collaboration with Capco, and built by the musical’s costume and set designer Rob Howell over an impressive 200 hours. Shoppers are encouraged to climb onto the chair, and take a picture for social media, posting it with the hashtag #BeMoreMatilda.

Anyone who posts a picture with the hashtag will be entered into a draw to win free Matilda The Musical tickets and a hotel stay.


Trunchbull chair in Covent Garden
Gina Beck playing as Miss Honey

Nicole James, head of marketing for Matilda The Musical, London, explained the purpose of Miss Trunchbull chair installation. “It truly captures the spirit and narrative of the musical, encouraging people to #BeMoreMatilda

“It has enabled us to reach new audiences by giving visitors to Covent Garden, who may not have considered seeing Matilda The Musical, an insight into the world of Matilda and a chance to win the opportunity to see it come to life in London’s West End,” she added.

In a bid to be more interactive, the campaign also included a shop-front vinyl takeover, and a public performance by Gina Beck, who plays Miss Honey, and Sarah Munday, one of the four actresses cast as Matilda.

“The RSC are such a prestigious organization and a long-standing client of ours, so we are delighted to work with Matilda The Musical globally and bring them creative opportunities that entice new and existing audiences,” said Kirsty Vallance, senior partnerships manager for AKA.