Museum Of Communism Case study Secret Agent by Y&R Prague

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Secret Agent

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Industry Museums & Libraries
Media Case study
Market Czech Republic
Agency Y&R Prague
Director Giulio De Blasio
Creative Director Jaime Mandelbaum
Art Director Matthew Edwards
Copywriter Mirek Pomikal, Marco Antonio Do Nascimento
Designer Denizcan Yuzgul
Released May 2012

Awards

Clio Awards, 2013
Branded Entertainment & Content Out of Home Gold

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: MUSEUM OF COMMUNISM
Product/Service: MUSEUM GIFT SHOP
Agency: Y&R PRAGUE
Chief Creative Officer: Jaime Mandelbaum (Y&R PRAGUE)
Creative Director: Jaime Mandelbaum (Y&R PRAGUE)
Head Of Art: Marco Antonio Do Nascimento (Y&R PRAGUE)
Art Director: Marco Antonio Do Nascimento (Y&R PRAGUE)
Art Director: Matthew Edwards (Y&R PRAGUE)
Copywriter: Mirek Pomikal (Y&R PRAGUE)
Copywriter: Marco Antonio Do Nascimento (Y&R PRAGUE)
Designer: Denizcan Yuzgul (Y&R PRAGUE)
Director: Giulio De Blasio
Media placement: ambient - streets - 02/04/2012

Describe the objective of the promotion.
The Museum of Communism wanted to increase the number of visitors during low tourist season.

Describe how the promotion developed from concept to implementation.
Tourists were the target audience and they are bombarded with different messages to visit places, through flyers, sales reps, posters, concierges and so on.

The Museum needed something unique that would carry also part of the museum experience and content to attract more people.

We created a team of secret agents to follow tourists, same way as people used to be followed during the regime. After making himself noticeable the agent would deliver the message.

Explain why the method of promotion was most relevant to the product or service.
The execution itself brought to life part of the museum experience, recreating part of the regime for tourists to attract them to see the museum.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Museum which used to suffer during the low season because of the low number of visitors saw an increase during the campaign that brought even more people than during high season in summer.