THE GIRL WITH THE REAL PEARL
| Title | THE GIRL WITH THE REAL PEARL |
| Brand | HET MAURITSHUIS |
| Product/Service | ART EXHIBITION |
| Category |
A05. USE OF BROADCAST IN A PROMOTIONAL CAMPAIGN |
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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 |
| Marcella Beekman |
Publicis |
Account Manager |
| Kim De Winter |
Publicis |
Account Manager |
| Francisco Rodriguez Bouzas |
Post Office |
Editor |
| Patcharee Sa/Ardkitinun |
Post Office |
Editor |
| Robin Schlösser |
Studio De Keuken |
Sound Engineer |
| Joze Rikken |
Publicis |
Agency Producer |
| Petra Keijser |
Smarthouse Films |
Executive Producer |
| Lennert Hillege |
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Director Of Photography |
| 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 |
The Brief
Objectives:
- Primary: increase number of visitors
- Secundary: make clear the original painting of the Girl with a Pearl Earring is at the Mauritshuis
The target audience of the Mauritshuis Museum: new visitors, from the Netherlands, (slightly) interested in art and tourists visiting Holland, mainly from the US, Japan and China.
The strategy: All over the world you’ll find images of the legendary Girl with a Pearl Earring by Johannes Vermeer. All referring to the original painting (estimated value between 300 and 600 million dollars), which belongs to the Mauritshuis in the Hague, the Netherlands.
Describe how the promotion developed from concept to implementation
This museum is recently refurbished. A few weeks before the re-opening several owners of reproductions have been portrayed, in typical Vermeer-style, to feature in short commercials, print ads and outdoor posters.
One of them, Shin Ichi Fukuoka is also part of a special activation. Especially for this megafan, we ‘ve turned things around for just one day, and built a replica of his apartment in New York City at the Mauritshuis. This way, he can enjoy the original painting - in a reproduction of his home.
Describe the success of the promotion with both client and consumer including some quantifiable results
• 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
Explain why the method of promotion was most relevant to the product or service
The Japanese Shin Ichi Fukuoka is really captivated by the girl. He followed the painting during its recent world tour, and plans to visit it now that it has returned to The Hague. Because, even though he’s got a perfect reproduction at his home in New York City, nothing beats the real thing.
The video about Shin’s adventure includes an invitation for fans, who would like to enjoy the same experience. They can enter a contest by uploading a photo of the reproduction in their home. The winning interior is also reproduced in the Mauritshuis around the original painting.