THE NEW STÄDEL by Jung von Matt/365 GmbH Hamburg Germany, Ogilvy & Mather Frankfurt for STADEL MUSEUM FRANKFURT

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THE NEW STÄDEL

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Industry Charities, Foundations, Volunteers
Media Film
Market Germany
Agency Jung von Matt/365 GmbH Hamburg Germany
Chief Creative Officer Dr. Stephan Vogel
Creative Director Dr. Stephan Vogel, Helmut Meyer
Art Director Helmut Meyer
Copywriter Dr. Stephan Vogel
Agency Ogilvy & Mather Frankfurt
Chief Creative Officer Dr. Stephan Vogel
Creative Director Dr. Stephan Vogel, Helmut Meyer
Art Director Helmut Meyer
Copywriter Dr. Stephan Vogel
Released June 2012

Awards

Cannes Lions 2012
PR Lions Media, Arts and Entertainment Bronze

Credits & Description

Type of entry: Sectors & Services
Category: Media, Arts and Entertainment
Advertiser: STÄDEL MUSEUM FRANKFURT
Product/Service: FUNDRAISING CAMPAIGN
Agency: OGILVY GERMANY Frankfurt, GERMANY
Advertiser STÄDEL MUSEUM FRANKFURT
Product FUNDRAISING CAMPAIGN
Entrant OGILVY GERMANY Frankfurt, GERMANY
Type of Entry: Sectors & Services
Category: Media, Arts and Entertainment
Title: THE NEW STÄDEL
Advertiser/Client: STÄDEL MUSEUM FRANKFURT
Product/Service: FUNDRAISING CAMPAIGN
Entrant Company: OGILVY GERMANY Frankfurt, GERMANY
DM/Advertising Agency: OGILVY GERMANY Frankfurt, GERMANY

Chief Creative Officer/Creative Director/Copywriter: Dr. Stephan Vogel (Ogilvy Germany)
Creative Director/Art Director: Helmut Meyer (Ogilvy Germany)
Account Management: Sabina Pal (Ogilvy Germany)
Strategic Planning: Anna Hoehn (Ogilvy Germany)
Advertiser's Supervisor: Kerstin Schultheis (Städel Museum)

Describe the campaign/entry
The renowned Frankfurt Städel Museum desperately needed more space to showcase the many treasures languishing in its archives. Therefore, we needed to mobilise the whole city of Frankfurt to help raise the €5m within the 2 years required to build the museum's extension by the beginning of 2012. So we did not just run a campaign, but declared the extension as a project for the whole of the city of Frankfurt. An activating and involving campaign slogan, 'Frankfurt is building the new Städel', and a memorable key visual and mascot, - a yellow builder's boot - helped the Städel enter into a dialogue with local citizens and were a creative inspiration to all the benefactors.

The campaign turned an investment of under €0.25m into national and international publicity and generated almost €5.5 in donations by the end of 2011.

A great PR case, that shows how a simple but yet striking symbol - a yellow builder boot - generated maximum awareness and animated a 2-year campaign themed around 'Frankfurt is building the new Städel' by creating inspiration for many activities and events around the Städel extension fundraising; thus creating whimsical press pictures that caught the attention of the press for a total of 3,500 times in Germany alone (press articles, TV and Radio broadcasts, estimated online reports).

Describe the brief from the client
1) Create awareness and public interest.
Get 5 local celebrities to support the cause and raise initial public awareness levels.

2) Activate our target audience: All citizens of Frankfurt.
Get at least 30 regional fund-raising partners on board to gain regional exposure for the campaign.
Encourage at least 10,000 citizens to participate in fund-raising activities.

3) Raise €5m in donations by the end of 2011.
The Frankfurt Städel extension was to get the maximum attention regionally in the short-term, in order to make enough people in Frankfurt aware of the project and hit the final €5 target.



Results


1: Awareness/Public Interest

8 celebrities involved in the first 5 months of the campaign.

€2m earned media target surpassed by far:
2,200 press articles in major newspapers; 125 TV/Radio broadcasts; an estimated 1,400 online-reports; production costs donated; free ad space amassed earned media worth €2m. (Source: Ströer/ Stadt Frankfurt/ Tracking Städel Museum)


2. Mobilising Frankfurt.

Target exceeded by 77%. 53 partners from business, society, media, sport and the arts got involved.

Direct financial donations, 8,400 charity pins and rubber boots sold. Over 10,000 people took part in ticketed events benefiting Städel. Total: 15,000 citizens involved in the project (overlap of 30% subtracted). The target of 10,000 supporters was exceeded by 50%.

3. Fundraising goal of €5m.
Raising €5.45m, thus exceeding the ambitious goal of €5m by 9 %.



Creative Execution


We appealed to the citizens' sense of honour and declared the Städel to be a project for the whole of Frankfurt. A simple symbol stood for this: a pair of yellow builder boots. They show the willingness to get involved, stand for active support and were both mascot and key visual for the campaign, 'Frankfurt is building the new Städel'. The yellow builder boot was a great vehicle to create spectacular press material and thus a perfect activator that helped the Städel and all citizens build an entire story of events and beneficial activities around it during the 2 years of buildin. Benefactors bought it, sold it, signed and auctioned it, painted it, wore it while giving concerts, etc.. All activities gained whimsical pictures and great press material that almost constrained journalists to cover the stories in all important national newspapers, in radio, TV, several internet articles and international press.




The planned extension to the museum was budgeted at a total of €30m.
€5m had to be raised during the building phase of just over 2 years with a public fund-raising campaign. A major challenge: We had no marketing budget and no cute animals that helped us raise money. If international charities such as the WWF are able to raise a record €24.2m in 2009, it would be more than ambitious to expect the Frankfurt Städel to raise €5m in 2 years from a base of 700,000 Frankfurt citizens.




We needed to generate a unique fundraising campaign, that generates awareness and involvement with all of the people in Frankfurt by only spending a small amount of money. Furthermore, the campaign idea and strategy had to have a great momentum to outlast the long time period of 2 years that it has to run and keep the Frankfurt citizens involved.

The Insight: Frankfurt people are doers. Traditionally, the Städel museum has always been supported by its benefactors. So, Frankfurt does not need to wait for local or central government to get involved. They are happy to take the initiative.