ART, THE LARGEST VIRTUAL ART EXHIBITION OF ALL TIME
| Title | ART, THE LARGEST VIRTUAL ART EXHIBITION OF ALL TIME |
| Brand | MUSEUM OF CONTEMPORARY ART BELGRADE |
| Product/Service | MUSEUM OF CONTEMPORARY ART BELGRADE |
| Category |
C02. Use of Mobile |
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Entrant
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McCANN BELGRADE, SERBIA
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Idea Creation
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McCANN BELGRADE, SERBIA
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Credits
| Vladimir Ćosić |
McCann Beograd |
Creative Director |
| Zdravko Kevreshan |
McCann Beograd |
INNOVATION EXCELLENCE ART DIRECTOR |
| Rade Šaptović |
McCann Beograd |
Associate Creative Director |
| Sandra Stojanović |
McCann Beograd |
Copywriter |
| Jelica Jauković |
McCann Beograd |
Account Director |
| Miloš Stanković |
McCann Beograd |
Account Director |
| Jovana Kovačević |
McCann Beograd |
Digital Creative |
| Bojana Stajkić |
McCann Beograd |
Digital Creative |
| Srđan Erceg |
Huge Media |
CEO |
| Radiša Kričak |
I&F McCann Grupa |
PR MANAGER |
| Ana Antić |
I&F McCann Grupa |
PR MANAGER |
| Vuk Tatalović |
Fried |
Vfx supervisor |
The Campaign
In order to turn things around we gathered the biggest Serbian advertisers to make world’s largest virtual exhibition of all time, available to almost every citizen of Serbia. Free augmented reality app “msu ARt” was launched turning all OOH, posters and print ads into works of art from the Museum of Contemporary Art in Belgrade.
Campaign Success
The android version of msu ARt application was launched on Google Play Store (https://play.google.com/store/apps/details?id=com.hugemedia.msuart).
Using the application, user can scan the ad in any medium, see the art in a real time and read information about the piece and its author. The app was promoted via Social Media of the Museum and its new partners, Serbian commercial brands: Coca-Cola, MTS (biggest national mobile operator), Delhaize (biggest Serbian retailer), Bambi (food) and Halkbank.
Launch of the Museum app caused avalanche of reactions in social media and tremendous interest of the main web portals, newspapers and other mainstream media. Strong, self-generated media coverage followed.
Campaign was launched on 25.08.2016. and it is being updated ever since (so is the campaign.
IOS version of the application is on its way, planned to be launched in December 2016.
Scale of the campaign is ever growing, with new clients joining in.
Describe the success of the promotion with both client and consumer including some quantifiable results
5 commercial clients joined the campaign so far, amounting to 11 brands.
Promotional Facebook video of the campaign reached 175k views in just one week.
The Biggest Serbian advertisers’ outdoor network enabled us to create almost national campaign followed by strong media coverage and public interest.
Today, Museum’s artwork can be experienced in 15 biggest cities in Serbia, 950 locations, 550 stores and 20 newspapers with zero media investment.
The campaign was published over 90 times in weekly publications focusing on selected artworks and artists from MSU’s and numerous TV hosting with national coverage.
All national portals and newspapers reported about the app.
Both media and public reacted with remarkable sympathy toward the action.
This is reflected in the fact that present rating of the app on Google Play store is 4.8.
Explain why the method of promotion was most relevant to the product or service
Given that the Museum of Contemporary Art in Belgrade has been closed since 2007 due to reconstruction which is still to be completed, an original mobile app was created in order to enable direct interaction between the artwork from the Museum and the public, bringing the Museum back to life.
The Target: The ones eager to experience anything with the value of art, simply frustrated by the lack of options in their own country. They are not art connoisseurs, rather sincere art lovers with no means to get to the precious art content; smartphone owners from bigger towns in Serbia.
Our approach was not to get people into the Museum, but to make the artworks come to people. Guided by the strong belief that art should not be exclusive but meant for everyone, we decided to democratize art and make it available to every citizen walking the streets of Serbia.
We have used the power of smart phone technology and augmented reality as the key, while turning billboards and print ads of the biggest Serbian advertisers as virtual doors to the selected artworks from the Museum.