STREETMUSEUM by Brothers & Sisters London for Museum Of London

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STREETMUSEUM

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Industry Museums & Libraries
Media Promo & PR, Case study
Market United Kingdom
Agency Brothers & Sisters London
Executive Creative Director Andy Fowler
Creative Director Steve Shannon
Released May 2010

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: MUSEUM OF LONDON
Product/Service: MUSEUM OF LONDON
Agency: BROTHERS AND SISTERS
Date of First Appearance: May 10 2010
Entrant Company: BROTHERS AND SISTERS, London, UNITED KINGDOM
Entry URL: http://www.museumoflondon.org.uk/MuseumOfLondon/Resources/app/you-are-here-app/index.html
Creatives: Lisa Jelliffe, Kirsten Rutherford (Brothers and Sisters)
Head of Digital: Kevin Brown (Brothers and Sisters)
Creative Director: Steve Shannon (Brothers and Sisters)
Developers: Gavin Buttimore, Robin Charlton (Thumbspark)
Account Manager: Emma Simmons (Brothers and Sisters)
Executive Creative Director: Andy Fowler (Brothers and Sisters)
Digital project manager: Tanya Holland (Brothers and Sisters)
Digital Designer: Mateus Wanderley (Brothers and Sisters)
Image Geo-tagger: Jack Kerruish (Brothers and Sisters)
New Business Director: Helen Kimber (Brothers and Sisters)
Media placement: iPhone App - iTunes Store - 10 May 2010
Media placement: Android App - The Android Marketplace - 14 December 2010

Insights, Strategy & the Idea
The Museum of London wanted a digital idea that would create a buzz about the opening of their new Modern Galleries. They were looking for a way to cut through, beyond traditional media. Specifically, a way of hooking in Londoners and prompting them to visit the new galleries to learn more about their city’s heritage.
They also wanted to encourage people who 'don't like museums' to give this one a chance.
The museum didn’t have a lot of money but they did have an incredible amount of content. We realised that Londoners are naturally curious about their city and its stories. For the first time we could offer them a glimpse of the past from the present, at the original location it occurred.
So we created Streetmuseum- an augmented reality iPhone app that brings the museum’s collections to the streets.

Creative Execution
Streetmuseum uses geo-tagging and Google Maps to guide users to sites around London where, via the iPhone screen, historical images appear. A map shows your current position and the locations of various sites where you can view historic images of London. Touch one of the pins to see the image and additional historical information. The fun augmented reality bit happens if you have 3GS. Click on the ‘3D view’ button and the app will recognize your location then overlay the historic image over the current view.
The app was launched to work with the museum’s existing ‘You are Here’ campaign. Originally launched with only a press release as support, later a message was included on the existing campaign advertising posters. Once the app became popular, Apple iTunes picked it as a featured app and PR just evolved naturally.

Results and Effectiveness
The Museum wanted 5000 downloads. As of February 2011, we’re at 160,000. Visitors to the museum tripled with a 157% increase in footfall. The app received extensive media attention both in the UK and globally. Between May and July 2010, the P.R reached 27.8 million people, achieving over £710,000 of media coverage.
The app exceeded download targets, delivered media attention and public interest and helped drive visitor numbers. It also made the “You are Here” campaign relevant across multiple places. And all on a budget of £15,000.