Mvseo De La Semana Santa Print THE MUSEUM THAT BECAME ALIVE by 4am Saatchi & Saatchi Guatemala

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THE MUSEUM THAT BECAME ALIVE

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Industry Museums & Libraries
Media Print, Magazine & Newspaper
Market Guatemala
Agency 4am Saatchi & Saatchi Guatemala
Creative Director Jonathan Deleon, Marcopolo Ramirez, Juan Carlos Molina
Art Director Elliot Rivas
Copywriter Christian Cifuentes, Ricardo Walter Lopez
Designer Julio Angel
Released April 2012

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Advertiser: MVSEO DE LA SEMANA SANTA
Product/Service: MVSEO DE LA SEMANA SANTA
Agency: 4 AM SAATCHI & SAATCHI
Chief Creative Officer: Miguel Mayen (4am Saatchi & Saatchi Guatemala)
Creative Director: Marcopolo Ramirez (4am Saatchi & Saatchi Guatemala)
Creative Director: Jonathan Deleon (4am Saatchi & Saatchi Guatemala)
Creative Director: Carlos Molina (4am Saatchi & Saatchi Guatemala)
Copywriter: Ricardo Lopez (4am Saatchi & Saatchi Guatemala)
Art Director: Elliot Rivas (4am Saatchi & Saatchi Guatemala)
Copywriter: Christian Cifuentes (4am Saatchi & Saatchi Guatemala)
Designer: Julio Angel (4am Saatchi & Saatchi Guatemala)
Copywriting Craft: Aritz Bermudez
Head Of Production: Carlos Escobedo
Production: Jorge Juarez (4am Saatchi & Saatchi Guatemala)
Production: Alejandro Perez (4am Saatchi & Saatchi Guatemala)
Production: Flora Paniagua (4am Saatchi & Saatchi Guatemala)
Interactive Creative Director: Fernando Armas (4am Saatchi & Saatchi Guatemala)
Animation Graphic Designer: Luis Fernando Roca (4am Saatchi & Saatchi Guatemala)
Developers: Digital Geko (Digital Geeko)
Ceo: Guillermo Martinez (4am Saatchi & Saatchi Guatemala)
Account Executive: Sofia Paredes (4am Saatchi & Saatchi Guatemala)
Media placement: Mobile Site - Smartphones - April 1, 2012
Media placement: QR Code - Streets - April 1, 2012

Describe the objective of the promotion.
Open for more than 10 years, "El Mvseo de la Semana Santa", the institution responsible for preserving and guarding the Holy Week traditions, has survived thanks to scarce donations, and in the year 2012 it was running the risk of shutting down. This is why they asked us to develop a solution that would help them get noticed and create awareness of is rich historic content.

Describe how the promotion developed from concept to implementation.
We made the museum come to life. Making the Holy Week our museum. It went from having 1 door, to having over 350 doors where you could access information. From being a 3000 sq/ft museum, to spreading over 40 miles.

We turned this small museum into a giant living experience with a guided tour in 7 different languages of four hundred years of untold history, easily accessible by scanning QR codes with GPS locator strategically placed at the most relevant and historically rich locations.

Explain why the method of promotion was most relevant to the product or service.
With over 800,000 visitors, between foreigners and locals, Holy Week in Guatemala is one of the most colorful and lively Holy Weeks in the world. In order to take advantage of this traffic, we turned the entire Holy Week experience into a living exposition, in other words we brought the museum to the street, making 400 years of history available and easily accessible to everyone. Facts and useful information about everything you were looking at was available to you by simply scanning QR codes with GPS locator strategically placed at the most relevant and historically rich locations.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The museum reached more than 114,000 virtual visits in three days (this was measured by the number of qr codes scanned) almost 70 times more than the Holy week physical visits. Moreover, the museum was able to gain free publicity in the media covered at a national and international level, making the museum visible to the world. The expected amount of donations was surpassed, making it possible for the museum to live for a longer time. "El Mvseo de la Semana Santa" had achieved more daily visits than the MoMA in New York.