| Title | MUSEUM MONDAY |
| Brand | MERCEDES-BENZ MUSEUM |
| Product/Service | MERCEDES-BENZ MUSEUM |
| Category |
D03. Webisodes / Series |
|
Entrant
|
FISCHERAPPELT Hamburg, GERMANY
|
|
Idea Creation
|
FISCHERAPPELT Hamburg, GERMANY
|
|
Production
|
FISCHERAPPELT Hamburg, GERMANY
|
|
Additional Company
|
MERCEDES-BENZ Stuttgart, GERMANY
|
Credits
| Lukasz Brzozowski |
fischerAppelt |
Executive Creative Director |
| Jan Sebastian Lenke |
fischerAppelt |
Editorial Platforms |
| Raphael Frank |
fischerAppelt |
Creative Content |
| Daniel Klement |
fischerAppelt |
Art Director |
| Sammy Muluka |
fischerAppelt |
Art Director |
| Davide di Donna |
fischerAppelt |
Art Director |
| Anica Maruhn |
fischerAppelt |
Producer |
| Michael Güntner |
fischerAppelt |
Producer |
| Steffen Zimmert |
fischerAppelt |
Cutter |
| Matthias Sastedt |
fischerAppelt |
Editorial Platforms |
| Bruno Filkin |
Tech-Film UG |
DoP |
| Jim Kernjak |
Freelancer |
Freelancer |
| Dominik Falke |
fischerAppelt |
Ton, Sound Design |
| Miguel Caroli |
fischerAppelt |
Ton, Sound Design |
| Fidan Baran |
Freelancer |
Freelancer |
The Campaign
The Mercedes-Benz Museum is closed on mondays.
How can we utilize this unused day? We make the first day of the week awesome and open the museum on mondays, exactly where our target group resides: online - on the museum's social media channels. Thank God it’s Monday!
Uke", the museum's night guard, takes us on a personal museum tour on mondays. He films himself with his own camera, uses the CCTV footage to tell us in his own unique way fascinating stories about the vehicles and inventions in the museum.
It created an authentic and entertaining museum tour for YouTube and Facebook. Users also interacted with “Uke” via all Mercedes-Benz Museum social media channels.
Creative Execution
We aired the 5 episodes of season 1 throught 10 weeks, an episode every two weeks. The epsiodes aired simultaneoulsy on Facebook and YouTube. To tease the conversation we had multiple trailers and short teasers. In between the episodes we kept the conversation going with Q&As und posts to trigger interactions.
The first episode received more than 100,000 views in just one week. That is 1/3 of the total annual visitors of the Mercedes-Benz Museum. With five episodes in the first season we reached more than 2.3 million users throughout the social web.
But best of all: Monday became a Museum Day!
In ordert o reach our pretty young target group of 15-25 year olds we had to choose the right channels. In this case YouTube, to host the videos and Facebook to air the episodes, all additional content like Q&A, info snippets and votings for next topics. Instagram was purely used to generate awareness for the web series.