Steeped in history and buzzing with culture, Covent Garden is the beating heart of London’s West End. We wanted to remind people of this. But in a global city, there are endless other places to visit, and things to see and do. Standing out from the crowd is no easy task.
We celebrated Covent Garden as the centrepiece of London life with an epic spectacle that became a global sensation.
Heartbeat – the first ever public installation from French artist Charles Pétillon – filled the nineteenth century, Grade II listed Market Building with 100,000 white balloons which gently pulsated with light, symbolising the area’s legacy as the beating heart of London.
We unveiled the installation just before the London Design Festival, using the event as a media hook, and ensuring Covent Garden made headlines before anyone else.
Elevating Covent Garden’s fame as a cultural icon, and cementing its place as a must-visit destination.
We attracted 2.3 million visitors to Covent Garden over the installation's residency, increasing footfall by 13%.
Increase in footfall
Total media impressions
406 pieces of coverage appeared in 21 countries with media impressions exceeding 2 billion globally – all through earned media. Highlights include: The Guardian, Daily Telegraph, Daily Mail, Metro, Evening Standard, Time Out, Huffington Post, BBC, ITV, CNN, Sky, Vogue, Elle and Harper’s Bazaar.
American actor Jared Leto tweeted about the campaign, and high profile influencers like blogger Garance Doré shared it with their followers. Barbie herself even took a selfie beside it.
It’s incredible what you can achieve, with a little heart.