Winners & Shortlists

2014 Promo & Activation

THE GIRL WITH THE REAL PEARL

TitleTHE GIRL WITH THE REAL PEARL
BrandHET MAURITSHUIS
Product/ServiceART EXHIBITION
Category A05. USE OF BROADCAST IN A PROMOTIONAL CAMPAIGN
Entrant Company KOEN Amsterdam, THE NETHERLANDS
Advertising Agency KOEN Amsterdam, THE NETHERLANDS
Media Agency ZENITHOPTIMEDIA Amsterdam, THE NETHERLANDS
Production Company SMARTHOUSE FILMS Amsterdam, THE NETHERLANDS
Credits
Name Company Position
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 Director Of Photography
Lucas Simons Publicis Interactive Designer
Daphne Maiema Coulorist
The Black Atlantic 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.