National Museum in Krakow DM SECRETS BEHIND PAINTINGS by Leo Burnett Warsaw

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Industry Museums & Libraries
Media Direct marketing
Market Poland
Agency Leo Burnett Warsaw
Creative Director Krzysztof Iwinski, Pawel Heinze
Released September 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Product/Service: MUSEUM
Date of First Appearance: Sep 1 2010
Entry URL:
Creative Director: Pawel Heinze (Leo Burnett)
Creative Director: Krzysztof Iwinski (Leo Burnett)
Head of Digital: Sebastian Oszczepalinski (Leo Burnett)
Media placement: Outdoor - Billboards - 01 September 2010
Media placement: Radio - RMF FM Maxxxx - 06 September 2010
Media placement: Press - Gazeta Wyborcza - 10 September 2010

Describe the brief/objective of the direct campaign.
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.
We noticed that some of the paintings have a very interesting history - often the history was more interesting then the painting itself. Those aren’t stories you find in a typical history book. We decided to show them to people.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We brought paintings to life and showed their stories. We told it in a way a museum never did before. We created “New Sukiennice” an app based on augmented reality technology. Everyone who visited the museum was able to see short movies with heroes from the paintings. People had the impression that heroes are coming out of the paintings.

Explain why the creative execution was relevant to the product or service.
We wanted to encourage young people to visit a newly opened Sukiennice Museum. That’s why we decided to use a medium they use everyday - their mobiles. Thanks to technology we showed that even the worst painting has a story to tell.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
- 3 biggest television networks in Poland made headlines out of 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, 2500 phone calls and they made 3000 new friends on Facebook