Cannes Lions

Dialogue with the artwork

BBDO ARGENTINA, Buenos Aires / GOBIERNO DE LA CIUDAD / 2017

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

Using Facebook's Messenger utility, we created chatbots to enable various museum art pieces to answer, in first person, every single question visitors might want to ask. Each chatbot has a unique personality based on the work's characteristics, its author, the art movement it belongs to, the period in which it was created and so on. This differentiation allowed the chats with each piece of art to be different not just because of the work's characteristics and what it has to tell about itself, but also through a marked difference in personality and voice tone.

Execution

The execution included Facebook Messenger QR code in each one of the participating works that people could scan while facing the piece, and start a dialogue asking any question that came to their minds. They could also add every artwork as a friend on Facebook and check different posts containing fragments of the best conversations that they had held with other museum visitors.

Outcome

All the main media outlets in Argentina shared the news and the most popular prime time news show most covered it for more than 6 minutes, including video recording the activity in the museum in order to show how their hosts and the artwork got to understand each other. The news was also picked up by media outlets from US, UK, France and Italy. Earned media was +400,000 USD. Results at the museum: Total interactions during the first week: 12,200. Visitors to the museum increased in 30%. Chatting average time: 1:20 minutes

Similar Campaigns

12 items

3 Eurobest Awards
Saylists

ROTHCO, PART OF ACCENTURE INTERACTIVE, Dublin

Saylists

2021, WARNER BROS

(opens in a new tab)