Overview
Renowned Danish-Icelandic artist Olafur Eliasson partnered with CIRCA on Lifeworld (2024) — a public commission shown nightly through autumn 2024 on digital screens in London, New York, Berlin and Seoul, dissolving each city’s landmark screens into fields of colour and light.
Alongside the screenings, CIRCA published four time-limited silkscreen editions, on sale from 1 October to 31 December 2024. Tell Your Friends led the international performance marketing, CRM segmentation and email acquisition strategy.
The Challenge
Olafur Eliasson’s work is rooted in sensory experience, natural phenomena, and public space. The marketing strategy had to mirror this intellectual subtlety while creating clear commercial urgency for four time-limited editions across European and US markets.
Strategy & Technical Architecture
1. High-Touch Visual Storytelling
Crafted digital assets that showcased the precision of Eliasson’s studio technique — detailing the four-colour silkscreen process, Somerset 310gsm paper and the artist’s custom reverse stamp — elevating the digital storefront into a virtual gallery experience.
2. CRM Compound Growth & Segmented Email Sequences
Integrated Mailchimp automation workflows that delivered artist statements, technical print specifications, and time-remaining countdowns to segmented tiers of high-value collectors.
The acquisition loop:
- Global screen video
- Meta and search precision ads
- Automated CRM nurture flow
- Print acquisitions
The Outcome & Impact
- Sold Out: All four editions sold out.
- Transatlantic Collector Base: Secured top purchasing volume across Germany, UK, Scandinavia, and the United States.
- Long-Term Asset Creation: Grew CIRCA’s owned subscriber database, providing the foundation for subsequent artist releases.
