Title	STATE-OF-THE-ART TECHNOLOGY. OF YESTERDAY.
Brand	MUSEUM OF TECHNOLOGY VIENNA
Product/Service	MUSEUM OF TECHNOLOGY VIENNA
Category	A10. Live Brand Experience
Entrant	WIEN NORD Vienna, AUSTRIA
Idea Creation	WIEN NORD Vienna, AUSTRIA
Production	ALBERT WAAIJENBERG Vienna, AUSTRIA

Name	Company	Position
Bernd Wilfinger	WIEN NORD Werbeagentur GmbH	Creative Director
Edmund Hochleitner	WIEN NORD Werbeagentur GmbH	Creative Director
Georg Rernboeck	WIEN NORD Werbeagentur GmbH	Art Director
Christian Hellinger	WIEN NORD Werbeagentur GmbH	Copywriter
Judith Kroisleitner	WIEN NORD Werbeagentur GmbH	Designer
Philip Jaecklein	WIEN NORD Werbeagentur GmbH	Producer
Markus Mazuran	WIEN NORD Werbeagentur GmbH	Account Director
Stella Biehal	WIEN NORD Werbeagentur GmbH	Account Manager
Lisa Weise	WIEN NORD Werbeagentur GmbH	Account Assistant

The Campaign

How can you thrill a movie audience waiting to see the latest blockbuster full of high definition, crystal clear images? With technology that belongs in a museum. And a totally unexpected brand experience.

Creative Execution

2 minutes of white screen were placed in the middle of the commercial break in an Austrian cinema. At the end of the previous commercial, a lively caretaker stepped into the theatre, pushing a unrecognizable device in front of the movie screen, plugged in a wire and turned on the device, which now became recognizable: an overhead projector from back in time at primary school, projected on a small area in the middle of gigantic movie screen. And the idea was revealed: State-of-the-art technology. Of yesterday.

As part of a multi-channel campaign the installation attracted passers-by at 4 different locations in Vienna's city centre. Overall result to date: 80.000 visitors since december 2015 +12 % in season ticket sales

A totally unexpected live brand experience was brought to an audience at cinemas.

The key insight for a museum of technology has been translated into an unique and simple media placement, with the help of outdated technology.