STREET ART by MEC Beijing for GOLDEN MEDIA GROUP

STREET ART

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market China
Agency MEC Beijing
Released March 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: GOLDEN MEDIA GROUP
Product/Service: VAN GOGH EXHIBITION
Date of First Appearance: Mar 7 2010
Entrant Company: MEC, Taipei, CHINESE TAIPEI
Managing Director: Vince Cheng (MEC)
Media placement: TV - All TV Channels - 7 March 2010
Media placement: TV Co-Op - TVBSN, TVBS - 7 March 2010
Media placement: Outdoor - Taipei MRT Stations - 7 March 2010
Media placement: Event - Taipei City - 7 March 2010

Insights, Strategy & the Idea
Van Gogh is everywhere. You can see his works of art key rings, posters, mugs, pens and umbrellas.

His pictures are constantly touring around the world. So when the Van Gogh Exhibition came to Taiwan (it wasn’t their first visit), the natural reaction was “So what?”.

Our target of young consumers viewed a visit to an art gallery as “academic” and “not cool”.

We knew that there was more to Van Gogh than just a collection of over-exposed images. However, if we wanted young consumers to relate to the great impressionist, we’d have to get them to explore the stories and ideas behind the pictures.

We identified the art forms they thought were important: dance, funk and hip-hop we created street events that were designed to appeal, create word of mouth and make Van Gogh relevant again.

Creative Execution
We looked to create unique sparks between the world of Van Gogh and Taiwan today through dance and mime. We found a way to combine static images with physical motion in a way that would appeal to our target audience.

Two separate groups hit the streets, integrating the images of Van Gogh into their performances.

A Van Gogh flash mob used funk and hip-hop moves before forming an image of Road with Cypress and Stars while mannequin street performers slowly combined to make a giant Van Gogh portrait.

For three consecutive weekends we took over key urban locations to create both old-fashioned and digital world of mouth.

We extended our performances with blogger outreach and content for YouTube. Even if our target group didn’t see the groups they were never more than a click away from a modern, relevant interpretation of Van Gogh.

Results and Effectiveness
Our events attracted an audience of more than 3,000.

Additional PR coverage on TV and online, with YouTube and bloggers boosting the message.

Record attendance: 400,000 tickets sold, including 30% more students and young adults.