TOUR DE FRANCE DE L’ARCHITECTURE

TitleTOUR DE FRANCE DE L’ARCHITECTURE
BrandCITÉ DE L'ARCHITECTURE ET DU PATRIMOINE
Product/ServiceCITÉ DE L'ARCHITECTURE ET DU PATRIMOINE
Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Entrant APOLLON AGENCY Paris, FRANCE
Idea Creation APOLLON AGENCY Paris, FRANCE
Credits
Name Company Position
Nicolas Harlamoff Apollon Agency Art Director

Background

On March 17, 2020, France enters lockdown like half the world, to fight against covid-19. Travel is very limited. Restaurants, cafes, shops, cinemas…. Museums are closed. We can no longer go to see Leonardo da Vinci's Mona Lisa at the Louvres, we can no longer go and see. A painting by Van Gogh at the Orsay museum or a painting by Picasso at the Pompidou museum. You cannot go and see the Model of Mont Saint-Michel at the Cité de l'Architecture, the large Parisian architectural museum dedicated to architecture and heritage. But Mont Saint-Michel, unlike the painting by Picasso, Van Gogh or Vinci, it is visible in Normandy and not only in a museum!

Describe the strategy

The city of architecture and heritage has launched the "tour de France of architecture". Every day, the City of Architecture featured an iconic building on its Facebook page along with a goggle Street View link so that you could visit and tour these buildings without leaving your home! In 29 stages across France, architecture lovers were able to cover up to 24,952 km.

Describe the execution

A digital operation on the facebook page of the city of architecture which used google street view.

List the results

Over the same period, one year apart, traffic on the Cité de l'Architecture facebook page increased by nearly 200%