DINOSAURIER MUSEUM SENCKENBERG Print BIG BONE by Saatchi & Saatchi Frankfurt

BIG BONE

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Industry Museums & Libraries
Media Print, Magazine & Newspaper
Market Germany
Agency Saatchi & Saatchi Frankfurt
Executive Creative Director Jorg Riommi, Arturo Vittorioso, Daniela Nedelschi
Art Director Andre Sendel
Copywriter Gisela Schmitz
Producer Iris Teubert
Released April 2012

Credits & Description

Category: Entertainment & Leisure
Advertiser: DINOSAUR MUSEUM SENCKENBERG
Product/Service: MUSEUM
Agency: SAATCHI & SAATCHI
Executive Creative Director: Jorg Riommi (Saatchi & Saatchi Frankfurt)
Art Director: André Sendel (Saatchi & Saatchi Frankfurt)
Copywriter: Gisela Schmitz (Saatchi & Saatchi Frankfurt)
Account Director: Lars Bendels (Saatchi & Saatchi Frankfurt)
Producer: Iris Teubert (Saatchi & Saatchi Berlin)
Production Company: René Piroth (Gehrisch+Krack)
Dog Trainer: (Filmtierhof Elsässer)
Model Maker: Henrik Scheib (Magicon)
Media placement: Promotional Stunt/event - YouTube, Facebook, Newspaper reporting - 23.04.2012

Describe the objective of the promotion.
The Senckenberg World of Biodiversity in Frankfurt is famous for its scientific work and has one of the biggest dinosaur bone collections in Europe. Nevertheless, the number of visitors had been declining over the past year, so the museum asked us for a solution.

Describe how the promotion developed from concept to implementation.
The idea was to bring the museum to the people and raise interest in a relevant and unconventional way. So we decided to call an expert and create a stunt event: we hired a trained dog and we let him out in the main pedestrian areas of Frankfurt, carrying a specially-produced huge dinosaur bone replica in his mouth. We spread hundreds of flyers to the amused people having fun and taking pictures and raised attention and good mood around the initiative across town.

Explain why the method of promotion was most relevant to the product or service.
The idea was to bring the museum that hosts the biggest dinosaur bones collection in Germany to the people. For that we decided to create a stunt event with a real expert on big bones. We raised the interest in a relevant and unconventional way and hired a trained dog that was running through the main pedestrian areas of Frankfurt, carrying a specially produced huge dinosaur bone replica in his mouth.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In the days after the event, the amount of visitors to the museum almost doubled. Blogs and press gave the event further media coverage and visibility beyond city limits, helping creating further awareness and good vibes around the Museum.