Media > Use of Media

THE THING

SID LEE, Paris / GAITE LYRIQUE / 2011

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Overview

Credits

OVERVIEW

Effectiveness

La Gaité Lyrique is a new cultural centre dedicated to digital culture, a place where technologies, art and human meet. The objective was to communicate on the opening, but moreover to expose the vision behind the project and excite people.• Describe the target audience and their relationship with the brandA very wide audience: Parisians first, then French as a whole and tourists. With all its diversity: initiates to novice, adults to young to teens. The key barrier to face was the preconception that technology is cold, complex, abstract; making digital art even more distant, boring and even less appropriable to a wide audience.• Explain the unique insight that shaped the ideaTechnologies aren't cold, on the contrary they're highly human and can be even be magical.

• How was it relevant to both the client and the target audience?La Gaité Lyrique is all about breaking barriers between art and mass audience, placing the human, the visitor at the centre of all programming.

Execution

• What was the creative strategic solution?A team of coders, creatives and technicians set out to change the everyday. They created an art piece in the streets of Paris, an interactive wall projection that invited the spectators to participate in an unconventional installation.The participants’ movements trigger the technology in different ways. You could, for example, send a ball into the air, play together with other people in the audience, stand in the middle of a cascade of colour ful particles or collect the particles to place on the wall. In short, it’s an interactive artwork that changes and makes you the artist. A way to show how digital art can be truly accessible and human.

• Describe the different channel(s) and how they worked together to maximise the campaignThe two stunts were filmed and the video was broadcast in cinemas and online. The point was to both emphasize the poetry of the events through wide screens but also to spread the word among a large audience.

Strategy

• What happened as a result of the communication activity?The communication campaign helped make people’s vision of digital art evolve. The psychological a priori about supposedly cold digital art decreased, while the awareness of La Gaité Lyrique’s opening increased.• How did the communication achieve the goals and influence business outcomes? Include commercial results such as sales and profit as well as change in consumer awareness and attitudes.In the two days that the installation ran it reached over a 1000 people directly on the street. A combination of newspapers and bloggers reported on the stunt making the opening of themuseum a success. The Gaite Lyrique could not accommodate all the visitors in the first night and the following week.

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