Situation: The Serbian Institute for the Study of Cultural Development reported that only 1350 people visited museums of any kind in Serbia during 2014-2015. Among the total of 144 museums, only 30 were specialized ‘art museums’, mainly concentrated around The Region of Belgrade, while South of Serbia does not have even any.

Brief: Museum of Contemporary Art in Belgrade has been closed to the public in 2007 due to reconstruction that is still not completed, which created a wave of public discontent. The challenge we were presented with was overcoming negative publicity. What we needed to do was reveal the artwork to the public, yet keep them closed at the Museum.

The android version of msu ARt application was launched on Google Play Store (https://play.google.com/store/apps/details?id=com.hugemedia.msuart).

Using the application, user can scan the ad in any medium, see the art in a real time and read information about the piece and its author. The app was promoted via Social Media of the Museum and its new partners, Serbian commercial brands: Coca-Cola, MTS (biggest national mobile operator), Delhaize (biggest Serbian retailer), Bambi (food) and Halkbank.

Launch of the Museum app caused avalanche of reactions in social media and tremendous interest of the main web portals, newspapers and other mainstream media. Strong, self-generated media coverage followed.

Campaign was launched on 25.08.2016. and it is being updated ever since (so is the campaign.

IOS version of the application is on its way, planned to be launched in December 2016.

Scale of the campaign is ever growing, with new clients joining in.