DISCOVER THE MASTER by The Martin Agency Richmond for Virginia Museum of Fine Arts

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DISCOVER THE MASTER

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Industry Museums & Libraries, Shows, Events & Festivals
Media Direct marketing
Market United States
Agency The Martin Agency Richmond
Art Director William Esparza
Copywriter David Muhlenfeld
Producer Travis Smith
Account Supervisor Caroline Denton
Released February 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: VIRGINIA MUSEUM OF FINE ARTS
Product/Service: PICASSO EXHIBITION
Agency: THE MARTIN AGENCY
Date of First Appearance: Feb 1 2011
Entrant Company: THE MARTIN AGENCY, Richmond, USA
Entry URL: http://miclients.com/cannes/vmfa
Chief Creative Officer: John Norman (Martin Agency)
Group Creative Director: Keith Cartwright (Martin Agency)
Art Director: William Esparza (Martin Agency)
Copywriter: David Muhlenfeld (Martin Agency)
Producer: Travis Smith (Martin Agency)
Print Producer: Paul Martin (Martin Agency)
Account Supervisor: Caroline Denton (Martin Agency)
Media placement: Print Campaign - Richmond Times Dispatch - Feb. 1, 2011
Media placement: Mobile Application - N/A - Feb 1, 2011
Media placement: Facebook Micro Site - Facebook - Feb 1, 2011
Media placement: Augmented Reality App - N/A - Feb 1, 2011
Media placement: Buy Tickets Application - N/A - Feb 1, 2011
Media placement: Billboard/ OOH - Wooster And Grand NY, NY - Feb 1, 2011

Describe the brief/objective of the direct campaign.
THE BRIEF
Help a 90-year old museum reach a new audience for its biggest-ever exhibit: PICASSO: Masterpieces from the Musee National Picasso, Paris.

A once in a lifetime display of over 170 pieces from Picasso’s personal collection. The museum knew the art set would come, but how do you introduce Picasso to a new audience? They wanted to reach a younger demographic while positioning themselves as a more progressive organization.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
THE SOLUTION

Using QR codes as our raw material, we created an iconic portrait of the artist.

Scan the code, and discovered a sharable gallery of art.

Google map coordinates arranged in the shape of a bull allowed people to discover more paintings, quotes and sculpture in their own environments via AR technology, all shareable via Facebook and Twitter.

Explain why the creative execution was relevant to the product or service.
Discovery was at the core of Picasso's art. So we put it at the core of our campaign, bringing the art directly to the people, so they could discover the master on their own, all from one place, their mobile phone.

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.
• 92% of the web mentions are from new sources since the start of the campaign
• Over 500 Blog Mentions since the start of the campaign
• 52% Member increase in the first month of the campaign
• The Museum is set to surpass their goal reaching over 200,000 tickets sold.