ŽILINA SYNAGOGUE

ClientTRUC SPHERIC
Category A12. Not-for-profit / Charity / Government
TitleŽILINA SYNAGOGUE
Product/ServiceNON-PROFIT
Entrant ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Idea Creation ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
PR ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Production ISTROPOLITANA OGILVY Bratislava, SLOVAK REPUBLIC
Credits
Name Company Position
Peter Darovec Istropolitana Ogilvy creative director
Branislav Bezák Istropolitana Ogilvy copywriter
Michal Valušek Istropolitana Ogilvy art director
Veronika Romsauerová Istropolitana Ogilvy strategist
Juraj Plánovský Istropolitana Ogilvy strategist

Why is this work relevant for PR?

With one single phrase, "Buy the Immortality." which we expanded with exclusively unpaid channels. We have generated more than 100 national media outcomes worth more than 100,000 euros.

Background

Our task was to give people a reason to support a cultural initiative. It is demanding especially in a country that is not rich and has many serious problems (social issues, health care, etc.) that require urgent help from people. To convince people to promote modern culture in this situation means to come up with an outstanding campaign. The problem was also a zero budget for media and campaign production.

Describe the creative idea

Art is immortal. If you become part of a work of art, you will also become immortal. The name of everybody who supported us has become a part of the symphony that will always be sounded in the walls of the reconstructed synagogue - the gallery.

Describe the strategy

Our target group was culture-oriented people in which we needed to wake up the interest in supporting this very cultural project. These people are watching the mind-creating media and occasionally stand out. We have managed to get the story of the community reconstruction of the synagogue for a long time - thanks to the striking, provocative phrase "Buy the Immortality." The non-sentimental nature of this sentence, where Immortality makes the goods especially appreciated by a cultural audience. Therefore, this phrase is quoted by relevant cultural people and by the media throughout the country.

Describe the execution

Art is immortal. If you become part of a work of art, you will also become immortal. The name of everybody who supported us has become a part of the symphony that will always be sounded in the walls of the reconstructed synagogue - the gallery.

List the results

More than 100 national media outcomes total over 150,000 euros. The total value of contributions exceeded 1,5 million euro, which was enough to complete the complete reconstruction. The precious building of the synagogue today functions as a prestigious gallery of modern art.