Projects / Theatre, dance and music
NODA MAP
A three week campaign that brought Hideki Noda's new play from its Tokyo premiere to London readers.
Sector: Theatre · Services: Editorial, Interview, Social, Giveaway, Newsletter, Sitewide Ads
A new Hideki Noda play, straight from Tokyo.
−320°F (Minus Three Twenty Fahrenheit)
Written and directed by Hideki Noda. With Suzu Hirose, Sadao Abe and Eri Fukatsu.
UK premiere · Japanese with English surtitles · Sadler's Wells
2 to 11 July 2026
How the partnership came about
NODA MAP is the theatre company Hideki Noda founded in 1993, and −320°F followed A Night at the Kabuki in 2022 and Love in Action in 2024 at Sadler's Wells. The conversation started through an introduction, and Yuki Katsu of NODA MAP chose the campaign on 18 June, two weeks before opening night. NODA MAP and its London PR agency Mobius supplied trailer footage, production photography, the press release and music from the show, and set up a call with Hideki Noda himself.
How we ran the campaign
Event article
Our event article went live on 19 June with the synopsis, cast, run dates and booking details. It gave readers a full English language guide to the play before the London run began.
Event article, 19 June 2026
Interview
We spoke to Hideki Noda for 45 minutes over a video call on 30 June, two days before opening night. The interview went live on 1 July and covers why nuclear weapons, artificial intelligence and biotechnology share the stage in −320°F.
Interview, 1 July 2026
We designed an Instagram carousel around the poster photography and agreed it with the company over two rounds of changes. A promo reel followed, cut from the production's own footage and set to music from the show, which NODA MAP approved on 26 June.
Carousel and promo reel
Giveaway
A giveaway reel ran from 1 to 8 July, asking followers to follow Japan Nakama and @nodamapinlondon and tag a friend. The winners were chosen on 9 July and saw the show at Sadler's Wells.
Prize: A pair of tickets to −320°F at Sadler's Wells
1 to 8 July 2026
Newsletter
−320°F featured in Japan Nakama newsletters on 24 June, 3 July and 7 July. Between them they carried the general promotion and the giveaway to our subscribers.
24 June, 3 July and 7 July 2026
Sitewide Ads
Static banners for the show ran across japannakama.co.uk during the campaign. They kept the play in view as readers moved around the site.
June and July 2026
Review
Conor Hodges from our team saw the show on 9 July and wrote a full review, published on 22 July. It gives the London run a lasting critical record on the site.
Review, 22 July 2026
What it added up to
What the campaign gave a short London run.
Japanese theatre fans in London
The campaign reached readers who follow Japanese culture in London in the two weeks before the play opened.
Three articles about the play
The event article, interview and review stay live as an English language record of the London run.
Hideki Noda in his own words
A direct conversation with the playwright gave readers coverage built on his own account of the play.
A giveaway that pointed fans to the company
Entrants had to follow @nodamapinlondon as well as Japan Nakama, so every entry also reached NODA MAP's London account.
“…I believe that the coverage on Japan Nakama was certainly effective. Thank you.”
Yuki Katsu, NODA・MAP
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