Winners & Shortlists

AN AUCTION BASED ON EMOTIONS

TitleAN AUCTION BASED ON EMOTIONS
BrandORREFORS KOSTA BODA
Product/ServiceGLASS ART & GLASSWARE
Category A04. AMBIENT MEDIA: LARGE SCALE
Entrant Company ELLERMORE Göteborg, SWEDEN
Advertising Agency ELLERMORE Göteborg, SWEDEN
Production Company HUMBLEBEE Göteborg, SWEDEN
Credits
Name Company Position
Max Hultberg Ellermore Art Director
Anna Pettersson Ellermore Copywriter
Johan Good Ellermore Planner
Johan Lundgren Ellermore Account Director
Linda Larsson Ellermore Production Manager

The Brief

Our mission was to reclaim Kosta Boda´s once strong position in the art world, particularly among the younger generation. The strategy was to create an event that had the potential to become part of the ongoing art discussion and make it available for both online and offline media and social media.

Creative Execution

Kosta Boda needs to be relevant in the art world once again. We used the classical context of an art auction, but added something else – paying with emotions. We used GSR technology in a new context. By doing so we brought Kosta Boda into 2014 and at the same sparked a new interesting discussion. In conclusion, art is more about emotions than just money.

Describe the creative solution to the brief/objective.

We staged an art auction and auctioned off art glass worth in total 25 000 euro. But instead of paying with money, the bidders paid with their emotions. The emotional reaction was measured with GSR technology combined with a heart rate monitor. The three people with the highest emotional bids won the artworks. We invited influencers, by direct mail, aiming for 250 people to participate. The auction aimed to fuel the debate and start building relationships with bloggers, artists and journalists in the art world. Our goal: get the online community to create 100 million impressions for the art auction.

Results

Over 300 influencers participated in the auction. The event was covered both by national and international media, such as the BBC and Swedish National Radio. To create content for traditional media and social media we documented the auction in a film. The auction has so far generated 345 000 000 media impressions and has had a social media reach of 45 000 000. A substantial part of this in art-related media.