SECRETS BEHIND PAINTINGS by Leo Burnett Warsaw for Pzu

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SECRETS BEHIND PAINTINGS

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Industry Museums & Libraries
Media Promo & PR
Market Poland
Agency Leo Burnett Warsaw
Creative Director Krzysztof Iwinski, Pawel Heinze
Released September 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: PZU / NATIONAL MUSEUM IN KRAKOW
Product/Service: MUSEUM
Agency: LEO BURNETT WARSAW
Date of First Appearance: Sep 1 2010
Entrant Company: LEO BURNETT WARSAW, POLAND
Entry URL: http://www.facebook.com/nowesukiennice?ref=ts&sk=wall
Creative Director: Pawel Heinze (Leo Burnett)
Creative Director: Krzysztof Iwinski (Leo Burnett)
Head of Digital: Sebastian Oszczepalinski (Leo Burnett)
Media placement: Outdoor - Billboards - 01 September 2010
Media placement: Radio - RMF FM Maxxx - 06 September 2010
Media placement: Press - Gazeta Wyborcza - 10 September 2010

Describe the objective of the promotion.
Sukiennice Museum is one of the oldest in Poland. After more than 80 years,
the museum was closed for a complete renovation. Its opening was supposed to be a spectacular cultural event in Poland, and the exhibition of 19th century paintings was its centrepiece.
The problem was that museums and realistic paintings are interesting only for art historians, while young people don’t find them interesting at all.

We decided to change a normal trip to the museum into an engaging experience, so that young people won’t be bored during their visit.

Describe how the promotion developed from concept to implementation.
INSIGHT: Every painting has story hiden behind it. Stories you won’t find in a typical history book.

EXECUTION: We brought paintings to life and showed their stories. We told it in a way a museum never did before. We created an app based on augmented reality technology. Everyone who visited the museum was able to see short movies, which were displayed on their phones, with heroes from the paintings. People had the impression that heroes are coming out of the paintings. We also made interactive billboards with our heroes, which enabled passers-by to contact them via their mobiles.

Explain why the method of promotion was most relevant to the product or service.
We promoted the museum by using the language of the younger generation. We showed them stories they can’t find in a typical history book. Thanks to that, the museum became an interesting place for them.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- The 3 biggest television networks in Poland reported it on the news.
- 20% of Krakow’s population visited the museum.
- In the first 4 months buying a ticket was impossible.
- During the first day of the campaign, the paintings received 18,000 text messages, 2,500 phone calls and they made 3,000 new friends on Facebook.