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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Austria
Agency Cows In Jackets
Photographer Peter Ginter
Released August 2011

Credits & Description

Category: Corporate Communication
Advertiser: CERN
Director-General Of CERN: Rolf-Dieter Heuer (CERN)
Publisher/Art Director: Lois Lammerhuber (Edition Lammerhuber)
Managing Director: Silvia Lammerhuber (Edition Lammerhuber)
Graphic Design: Martin Ackerl (Edition Lammerhuber)
Digital Post Production: Birgit Hofbauer (Edition Lammerhuber)
Project Co-ordination: Johanna Reithmayer (Edition Lammerhuber)
Photographer: Peter Ginter (Peter Ginter Photography)
Author: Franzobel
Author: Barbara Warmbein
Media placement: BOOK - Entire Book Was Created - Aug 31, 2011
Media placement: ARS ELECTRONICA FESTIVAL - We Defined The Festival's Theme + Book Presentation + Music Interpretation Of Book By VPO - Aug 31 - Sep 6, 2011
Media placement: FRANKFURT BOOK-FAIR - Book Presentation + Converted Booth Into Fully Functioning LHC Control Room - Nov 12 - 16, 2011
Media placement: UNESCO Educational Database - Intranet Link With Book Content For 10 Million Teachers - As Of Nov 2011

Summary of the Campaign
The challenge:
CERN, the center for pure research in physics asked us to 'make the invisible visible'. Colourless particles and a gigantic underground machine: the Large Hadron Collider named LHC.

The strategy:
To present complex scientific information in a simple and artful way.

We chose the most credible media in the world that will never disappear: We made a book. People increasingly distrust modern forms of media, but they don't distrust what is written in books. Book reviews appear across mass media everywhere in the world. An award-winning photographer provided the images, a famous author wrote its content.

The book then kicked-off a series of world-class events that we used as a PR platform.

We connected our client with the organisers of the most popular multimedia art and technology festival and defined the entire festival theme.

We hired a famous composer, who interpreted the books images into a symphony performed by the Vienna Philharmonic Orchestra.

We created the biggest PR event in the history of the most frequented fair on earth, the Frankfurt book fair, and surprised visitors and journalists by building a functioning CERN control room for the audience to witness the particle collision in CERN in real time. Numerous TV-channels reported about the book and our control room which was named the biggest PR highlight of the Frankfurt book-fair ever.

Finally, we donated our books content to Unesco's educational centre. They shared its content with 10m teachers and 100m pupils around the world.

The Situation
CERN consists of a world of 10,000 physicists, complex scientific instruments and the aim to answer the question of where our universe once came from. Non-experts in physics don’t really understand the excitement about quarks, higgs and proton-collisions. They hear about huge investments but don’t see the impact the LHC has on their lives. The management board of CERN wanted to present their work in a context and tonality that would appeal to a large international audience of all ages and change their image of being an inaccessible institution into one that cares to share its knowledge.

The Goal
The goal of the campaign was to introduce CERN/LHC to a large audience worldwide, explaining the mission, research and creating a general interest in the topic of particle physics, its results for science, and our everyday usability. The campaign targeted key decision makers and everyone interested in learning about science and nature. Research goals were not defined as such; however, the client stated that, through the massive feedback CERN received from the industry, politicians and the media, the campaign proved its success. It even exceeded all expectations as Unesco accepted the campaign material as source of education for 10m teachers worldwide.

The Strategy
We aimed to choose PR platforms that communicated CERN/LHC, a) in the most credible way, and b) in a manner that connected the science of CERN/LHC and the connection between science and art:
We made an artful book with the best technology photographer of today. We selected world-famous interdisciplinary platforms that connect the global field of science and culture: the Ars Electronica festival's entire topic was dominated by CERN based on our recommendation. Networking at the Frankfurt Book Fair, the world's largest fair with 300,000 people visiting, we had to come up with an unconventional idea to attract the audiences’ attention. We built a 5th LHC control room to allow people to watch particle collision in real time. To spread the word into the cathedrals of knowledge, we donated the books content to Unesco who immediately fed it into their global database for 10m teachers and 100m students.

The book was created in the course of 11 months, in collaboration with CERN/LHC. We launched it at the Ars Electronica festival. To create a highlight at the festival, we gave the images to composer, Ralph Schutti, who created a symphony that the famous Vienna Philharmonic Orchestra performed at the festival. Then the book was presented at the Frankfurt Book Fair. The implementation of the LHC control room took 5 months of planning and 5 days of construction at the fair. We invited Nobel Prize candidates to explain the research undertaken at CERN/LHC to thousands of people visiting our control room. We contacted and convinced Unesco to accept the content as donation for the organisation's Eduction Sector. The plan was executed as scheduled and didn’t need adaption.

Documented Results
The results:
• 84,000 visitors attended ARS Electronica;
• 300,000 visitors and over 10,000 journalists from 106 countries learnt about CERN during the Frankfurt book-fair;
• 8,000 followed us on Twitter;
• Even celebrities were touched by our message; (Angela Merkel admired the book, its highly educative content and mission to promote CERN via the book, and its artful appeal.)
• Google Trends for CERN increased 350+%;
• The overall campaign earned 400m media impressions (calculated based on all TV/Internet/Press/Radio footage the campaign gained worldwide).

And then we went one step further. We presented the book to Unesco's educational centre. They immediately fueled our book's content into a database and shared it with over 10m teachers and 100m pupils and students around the world.

Rolf-Dieter Heuer, Director-General of CERN, analysed the results after the campaign:
“Through this campaign, CERN became part of the cultural conversation."