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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Brazil
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Product/Service: QUEEN MOB
Date of First Appearance: Mar 20 2010 12:00AM
Entrant Company: QUEEN MOB, Porto Alegre , BRAZIL
Entry URL:
Director: Samantha Carvalho (Queen Mob)
Curator: Pedro Gutierres (Pomba Arts)
Art Director: Pedro Kummel (Queen Mob)
Developer Director: Felipe Kellermann (Queen Mob)
Media placement: Web Site - - 20 February 2010
Media placement: Web - Twitter|Facebook|Flickr|Vimeo|Blog - 20 February
Media placement: Kits In The Art Galleries - Circo Voador|Cucaracha|Matilha|+SOMA|Donut|NY|ACASA|Quina - 20 March 2010
Media placement: Mobile Campaign - Iphone | AppStore - 20 March 2010

Results and Effectiveness
FTQ generated more than 200,000 dollars in spontaneous media. We were mentioned in 65 important blogs, 1,456 tweets, 8 press vehicle, 3 TV programmes, and 4 radio programmes. The app was downloaded in 21 countries. With this, we demonstrated how the most diverse content can and must complement each-other and that once they get into the mobile phone, they must be improved to this platform. In this environment, a video, an image and even so a piece of art present their own characteristics that must be respected. We engage, challenged and created together on the time to broadcast.

Creative Execution
We worked in the web platform, making available a video explaining about the project, where we invited the people to download the app through iPhone. We sent 75 customised moleskins to journalists, publicists, actors, artists, and bloggers as an invitation to the exhibition on mobile phone. We did this because we understand that this small notebook is the base to the first scratches of an artist and is also very similar to an iPhone. FTQ also followed to “real” galleries, where anyone could recreate the experience of the project in a concrete way, on paper. We made available 400 kits (stamped envelope, card and sticker with the image of the queen) in 8 Brazilian galleries, where anyone could experience the m-gallery and hide the queen in a screen. Cost free, the one who sent the drawing to the curatorship would receive an exclusive sticker and another image as a gift. We had been on internet, mobile phones, 75 moleskins and 8 galleries.

Insights, Strategy & the Idea
The idea was to develop the first interactive art exhibition for iPhone. We challenged 10 young artists to create a screen with 320x480 pixels and hide the image of a queen in this work of art. To visit the exhibition, the user should download the app from Apple Store and find the image of the queen hidden in each screen. That was the way to forward to what we call m-gallery. The invitations were made through customised moleskins, sent only to journalists, publicists and Iphone users. We challenged the artistic universe that hadn’t already created specifically on this space and presented to geeks, how art can be done in this new device. We presented the mark, invested in our public, and shook the artistic universe with a new proposal and this way we could have the collaboration from everybody with the project.