CONTEXT: A new global landmark for arts. But empty.

Louvre Abu Dhabi had the aspiration to shift the UAE from being a luxury hub to becoming a cultural hub within the Middle East. Once the opening hype faded, Louvre Abu Dhabi faced the truth: UAE residents are not really into museums. It’s a low-energy type of weekend program, inherently less attractive than the Ferrari World or the loud Brunches. Visitation levels dropped 33% on the second month. 9% on the third. Louvre needed to act.

TARGET AUDIENCE: Those who could take pride. But won’t.

Emiratis, who are not interested in museums. A study revealed Emiratis believed museums are boring and archaic. They are more into leisure, shopping, family activities and entertainment. And Expats, who are not interested in another Louvre. Representing 85% of the UAE population, they were skeptical: ‘this will be a replica of Louvre Paris’, ‘this won’t be like the Louvre’. Tough audiences.

CHALLENGE: Lure visitors. But without shenanigans.

How to drive UAE residents, who are not into museums, to the doors of Louvre Abu Dhabi without the hype, the size and the glam of the opening ceremonies?

STRATEGIC INSIGHT: It’s not about disdaining. But not knowing.

UAE residents are not into museums not because they don’t like them, but because they haven’t given them a proper chance. So, let’s give them a sample of the museum experience.

CREATIVE IDEA: Introducing: The Louvre Abu Dhabi Highway Gallery.

A roadside exhibition featuring artworks on giant-frames, paired with their stories that people could hear on their car’s radio while they drove by. A 100km exhibition featuring artworks on 9x6 meter frames on the busiest highway in UAE – after all, 86% of Abu Dhabi’s visitors come driving through the Sheikh Zayed Road, that connects the capital to the country’s most populated city, Dubai.

As cars passed next to frames, passengers could hear on their radio the story behind each artwork. An experience just like those with audio-guides in museums, which you use to get more details on the context and the impact of the piece. All this in the comfort of one’s own car, through a seamless and sustainable solution that linked the artworks to people’s radio.

THE RESULTS: Love, Culture and Visits to the most important museum of the country.

Surprisingly, the Highway Gallery replicated the success of the launch, but without all the extravaganza of the launch ceremonies and events. The brand mentions grew 1,180% on social media, Louvre AD’s social profiles grew 4.2% in followers, the campaign got a brand recall of 14% (double the regional average) and, most importantly, the museum received 1.6 times more visitors than expected. For every $1 invested in the artsy outdoors, the museum got $2,72 in return as extra revenue with visitors. In the art world, they say “bravo”. Bravo, indeed.