Brand Experience and Activation > Use of Promo & Activation
CURIOSISM
F/NAZCA SAATCHI & SAATCHI, Sao Paulo / ESTADO DE SAO PAULO / 2012
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
After 12 years, Pinacoteca decided to change its permanent collection. The second floor was closed for an entire year to be remodelled. To avoid visitors stopping visiting the museum and to instigate their curiosity, Pinacoteca asked the agency for a campaign that would last throughout the entire period. What we delivered was more than that -it was a movement: Curiosism. The cat that lives within each and every one of us. It was directed at current consumers who already knew the old collection and new consumers who were motivated to visit the museum and see what was new.
Effectiveness
The Curiosism movement received vast media space in press (cultural supplements), electronical and digital channels and filled the gap caused by an entire year of the museum's second floor being closed. The robot cat, a viral action on Facebook, was controlled by over 10,000 people during a single week. With the opening of the new collection on November 15th 2011 there were 3 times more visitors on a single opening weekend.
Implementation
During an entire year we created everything that a real exposition would have. Besides the installations we had a photo shoot, posters, books about the theme, gifts for sale at the gifts shop and conventional media pieces which invited the public to visit the Curiosism exhibition at the museum. And for those who were not able to enjoy it live we also gave them a reason to do this virtually. A robot shaped like a cat (symbol of the campaign) could be directed through Facebook for 3 minutes allowing visitors to see everything that was happening on the second floor.
Relevancy
The museum attracts every type of person and the campaign had to be interactive and easily understood by children and adults. The cats were a great solution for their mysterious character engaged both publics.
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