THE GIRL WITH THE REAL PEARL
| Title | THE GIRL WITH THE REAL PEARL |
| Brand | HET MAURITSHUIS |
| Product/Service | ART EXHIBITION |
| Category |
A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
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Entrant Company
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KOEN Amsterdam, THE NETHERLANDS
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Advertising Agency
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KOEN Amsterdam, THE NETHERLANDS
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Media Agency
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ZENITHOPTIMEDIA Amsterdam, THE NETHERLANDS
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Production Company
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SMARTHOUSE FILMS Amsterdam, THE NETHERLANDS
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Credits
| Erik Jan Koense |
Koen |
Head Of Client Service |
| Marcel Hartog |
Publicis |
Creative Director |
| Steef Nijhof |
Publicis |
Art Director |
| Maurice Heesen |
Smarthouse Films |
Director |
| Dave Fransen |
Publicis |
Designer |
| Bas Velthuis |
Publicis |
Strategy Director |
| Robin Schlösser |
Studio De Keuken |
Sound Engineer |
| Francisco Rodriguez Bouzas |
Post Office |
Editor |
| Patcharee Sa/Ardkitinun |
Post Office |
Editor |
| Joze Rikken |
Publicis |
Agency Producer |
| Petra Keijser |
Smarthouse Films |
Executive Producer |
| Lennert Hillege |
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Director Of Photography |
| Marcella Beekman |
Publicis |
Account Manager |
| Kim De Winter |
Publicis |
Account Manager |
| Lucas Simons |
Publicis |
Interactive Designer |
| Daphne Maiema |
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Coulorist |
| The Black Atlantic |
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Music |
| Lisa Kong |
Perfomics |
Online Planner |
Results and Effectiveness
• Most important: the number of visitors has tripled (> 100.000 in the first 6 weeks after the reopening, the maximum concerning safety regulations)
• The online video has been organically watched over 120.000 times until September 2014.
• The Facebook activation page scored 10.770 likes until September 2014.
• 492 contestants really uploaded their interior with a reproduction of the Girl.
• Free publicity in numerous dutch and international media, including the New York Times
Creative Execution
• A few weeks before the re-opening: owners of a reproduction portrayed in their own home (in typical Vermeer-style), featuring in:
- Short tv and online commercials
- Print
- Outdoor posters
• After the re-opening: online/tv commercial about the activation
• PR: free publicity in various dutch and international media: tv shows, blogs and newspapers, including the New York Times
• Facebook page as channel for the contest, where people could upload their interiors and view all entries in the gallery.
• Film about the activation, featuring Shin Ichi has been broadcast on tv twice: during a World Cup football match and a cultural show on TV2.
• Online version of the film
• Digital newsfeeds to existing Mauritshuis visitors and people interested in art, featuring owners of reproductions of the Girl and a special item on the activation.
Insights, Strategy and the Idea
Objectives: Primary: increase number of visitors after re-opening
Target audience: New visitors from the Netherlands and tourists, mainly from US, Japan and China
Strategic insight: All over the world, you’ll find images of the Girl with a Pearl Earring by Vermeer. But there is only one original, which belongs to the Mauritshuis Museum.
The idea: Owners of reproductions have been portrayed, in typical Vermeer-style, to feature in short commercials, print ads and posters.
One of them, Shin Ichi Fukuoka, is part of a special activation. This Japanese professor of microbiology is really captivated by the girl. He’s got a perfect reproduction in his apartment in New York, but prefers the real thing.
Especially for this megafan, we ‘ve turned things around for just one day, and built a replica of his interior at the museum. Now he can enjoy the original painting - in a reproduction of his home.