Brand Experience and Activation > Use of Promo & Activation
SECRETS BEHIND PAINTINGS
LEO BURNETT WARSAW, Warsaw / PZU / NATIONAL MUSEUM IN KRAKOW / 2011
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
Sukiennice Museum is one of the oldest in Poland. After more than 80 years, the museum was closed for a complete renovation. Its opening was supposed to be a spectacular cultural event in Poland, and the exhibition of 19th century paintings was its centrepiece.
The problem was that museums and realistic paintings are interesting only for art historians, while young people don’t find them interesting at all.We decided to change a normal trip to the museum into an engaging experience, so that young people won’t be bored during their visit.
Effectiveness
- The 3 biggest television networks in Poland reported it on the news.
- 20% of Krakow’s population visited the museum.- In the first 4 months buying a ticket was impossible.- During the first day of the campaign, the paintings received 18,000 text messages, 2,500 phone calls and they made 3,000 new friends on Facebook.
Implementation
INSIGHT: Every painting has story hiden behind it. Stories you won’t find in a typical history book.EXECUTION: We brought paintings to life and showed their stories. We told it in a way a museum never did before. We created an app based on augmented reality technology. Everyone who visited the museum was able to see short movies, which were displayed on their phones, with heroes from the paintings. People had the impression that heroes are coming out of the paintings. We also made interactive billboards with our heroes, which enabled passers-by to contact them via their mobiles.
Relevancy
We promoted the museum by using the language of the younger generation. We showed them stories they can’t find in a typical history book. Thanks to that, the museum became an interesting place for them.
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