DIGITAL SECESSION

TitleDIGITAL SECESSION
BrandVIENNA TOURIST BOARD
Category B02. Microsites
Product/ServiceVIENNA
Entrant WIEN NORD Vienna, AUSTRIA
Idea Creation WIEN NORD Vienna, AUSTRIA
Idea Creation 2 WILD Vienna, AUSTRIA
Production WILD Vienna, AUSTRIA
Additional Company SEITE ZWEI Vienna, AUSTRIA
Additional Company 2 VIENNA TOURIST BOARD Vienna, AUSTRIA
Credits
Name Company Position
Bernd Wilfinger WIEN NORD WERBEAGENTUR GmbH Creative Director
Edmund Hochleitner WIEN NORD WERBEAGENTUR GmbH Managing Creative Director
Judith Kroisleitner WIEN NORD WERBEAGENTUR GmbH Art Director
Leopold Kreczy WIEN NORD WERBEAGENTUR GmbH Copywriter
Dana Bayomy WIEN NORD WERBEAGENTUR GmbH Graphic Design
Philip Jaecklein WIEN NORD WERBEAGENTUR GmbH Graphic Design
Katja Oswald-Steinbauer WIEN NORD WERBEAGENTUR GmbH Account Director
Stefan Graf WIEN NORD WERBEAGENTUR GmbH Account Manager
Markus Mazuran WIEN NORD WERBEAGENTUR GmbH Account Executive
Thomas Lichtblau wild Digital Design & Animation
Melissa Graf wild Account Manager
Stefan Mayer, Christian Begusch seite zwei – branding & design Art Direction
Chris Princic Awood Animation
Matthias Hacksteiner Fifth Music Music/Sound-Design
Heidi Zehetner Vienna Tourist Board Head of Marketing
Claudia Wieland Vienna Tourist Board Team Manager Campaign Management
Patrick Hilz Vienna Tourist Board Project Manager
Eva Pröglhof Vienna Tourist Board Project Manager
Julia Jakoubek Vienna Tourist Board Project Manager
Lukas Merl Vienna Tourist Board Project Manager
Elisabeth Breuer Vienna Tourist Board Project Manager
Marco Magharai Vienna Tourist Board Project Manager
Manuela Vergud Vienna Tourist Board Project Manager
Moritz Büsing, Thomas Ragger, Stefan Kernjak, Lukas Martin, Veerle Devos wild Programmer
Jakob Rieger wild 3D-Artist
Manuel Haring wild Screendesign

Background

In 2018 Vienna is celebrating Viennese Modernism. Four of the era’s chief protagonists died 100 years earlier: the painters Gustav Klimt and Egon Schiele, the architect Otto Wagner and the universal artist Koloman Moser. Each played a leading role in making fin de siècle one of the most important periods in the history of art and culture. To celebrate the incredible achievements of these exceptional artists, Vienna is not only devoting a year-long series of exhibitions and events to them 100 years down the line but also promotes the anniversary year “Viennese Modernism 2018” in several target markets to engage possible tourists to visit Vienna.

Describe the strategy

During the era of Viennese Modernism, the Secession served as an exhibition venue, cultural centre and home for the intellectual exchange of many artists such as Gustav Klimt, Egon Schiele and Koloman Moser. For the anniversary year of Viennese Modernism and its artists the Vienna Tourist Board revived the Secession in the form of a microsite – the so called Digital Secession. It demonstrated how far Vienna and its protagonists were ahead of their time. Through international campaigns in Germany, the UK, France and Italy people were led to the microsite.

Describe the execution

www.viennesemodernism2018.info Be ahead of your time. The Digital Secession is a lively place for all communication activities around the anniversary. Users cannot just immerse themselves in the time of Viennese Modernism and interact with the artists, explore extensive video portraits, galleries, interviews and small experiments, but also inform themselves about all events related to the anniversary. The Digital Secession is available in 5 languages and is constantly being updated with new content, proving that Vienna has always been an avant-garde city and has always enabled people to develop their creativity.

List the results

Campaign Results after 2 weeks: Earned Media Impressions: 240 million Social Media Impressions: 7 million Average time spent on the site: 7 minutes Unique visitors to the microsite during the campaign: 80.000 Videoviews: 800.000