THE DIGITAL WEEKEND OF THE MUSEUMS

TitleTHE DIGITAL WEEKEND OF THE MUSEUMS
BrandFACEBOOK
Category B06. Use of Events / Stunts
Product/ServiceMUSEUMS IN GERMANY
Entrant PHILIPP UND KEUNTJE Hamburg, GERMANY
Idea Creation PHILIPP UND KEUNTJE Hamburg, GERMANY
Additional Company FISCHERAPPELT Hamburg, GERMANY
Credits
Name Company Position
Diether Kerner Philipp und Keuntje Chief Creative Officer
Robert Müller Philipp und Keuntje Chief Creative Officer
Moritz Raulfs Philipp und Keuntje Creative Director
Nicolas Klein Philipp und Keuntje Creative Director
Ralf Bierhenke Philipp und Keuntje Senior Art Director
Julian Rader Philipp und Keuntje Senior Copywriter
Eva-Christin Putz Philipp und Keuntje Executive Client Service Director
Sarah-Lee Tschimmel fischerAppelt relations Account Director
Anja Fricke fischerAppelt relations Account Manager
Pia Luffler fischerAppelt relations Junior Consultant
Eugenia Lagemann fischerAppelt relations Managing Director
Gero Breloer - Production
Fred Wagner - Production
Iveta Rysava - Production

Why is this work relevant for Media?

This project faced a very special challenge. How do you create a digital solution for an analogue problem that has never been experienced before? The solution in our case: an interactive live experience. The perfect platform which not only brings visitors back into the museum, but also revolutionises the actual experience. For the first time, it was possible to walk through a completely empty museum, catch secret glimpses behind the scenes and tour through historical sculptural collections from the couch – a museum has never been this accessible and intimate before.

Background

Germany. April 2020. Nothing runs anymore. Total lockdown. While everyone is facing an unprecedented task, Germany's museums are facing nothingness. No visitors. No admission fees. No prospect for the future. How can Facebook help keep museum doors open for visitors – even during the lockdown? And most importantly – how do we give our museums the hope that their mission will carry on despite all obstacles?

Describe the creative idea / insights (30% of vote)

With an interactive live museum experience like nothing ever seen before. The Digital Weekend of the Museums. Thanks to Facebook Live and our tour guides, we brought visitors back to the museum – more intimately, in more depth and with greater exclusivity than would have ever been possible during regular museum visits.

Describe the strategy (20% of vote)

Art lovers, sports enthusiasts, or simply just curious. It didn't matter. All of Germany got its money's worth. And completely free of charge. Without tickets, without waiting lines and without having to leave the house.

Describe the execution (20% of vote)

For two days, we invited people to ten completely different museums from all over Germany – right during the traditionally busy Easter weekend. Visitors were able to participate live in several very personal experiences and interactive museum tours where they could ask questions, peek behind the scenes and experience the exhibitions as close and as undisturbed as never before.

List the results (30% of vote)

The result was overwhelming. Both for people and museums. In one weekend, the tour guides were able to guide over 190,000 visitors through Germany's exhibitions. Despite Corona and the Lockdown. All in all, we reached more than 1,6 million people with The Digital Weekend of the Museums and generated a media value of €138 million. But above all, we accomplished one thing. And this is the most important. We have given all museums in Germany hope that their legacy will carry on.