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那么，自己做一个更好的吧!
案例简介：描述客户的简报: Kiasma 是芬兰赫尔辛基的当代艺术博物馆。在它的历史中，它带来了各种各样的情感。2010年初，新导演没有说服力，一个展览被取消，Kiasma 的支出成为一个问题。我们想让人们有机会参与这场运动，围绕当代艺术给予积极的主题，并提醒人们注意 Kiasma 的收藏。 描述促销如何从概念发展到实施: 我们决定利用这场辩论作为我们竞选的优势。做一个更好的自己，然后-运动邀请人们下载他们的当代艺术作品到网上画廊。人们在 Facebook 上投票支持他们的最爱，获胜者将他的艺术品添加到 Kiasma 的收藏中。 解释为什么促销方法与产品或服务最相关: 当人们感知当代艺术时，一个常见的表达是: 我的儿子可以这样做。我们给了儿子一个机会。我们还想表明，制作、观看和评论当代艺术既有趣又容易。 描述客户和消费者的成功促销，包括一些可量化的结果: 我们希望收到数百张网上画廊的作品和 10,000 名网站访问者。我们有 599 件艺术品，网站上有 30.000 多名访问者，下载量超过百万页，平均在网站上花费 6 分钟。这场运动也受到了媒体的巨大关注。人们再次积极地谈论 Kiasma 和当代艺术。
那么，自己做一个更好的吧!
案例简介：Describe the brief from the client: Kiasma is the museum of contemporary art in Helsinki, Finland. During its history it has brought up all kind of emotions. Early in 2010 the new director was not convincing, one exhibition was cancelled and Kiasma’s spending became an issue. We wanted to give people a chance to participate into the campaign, give positive subjects around contemporary art and remind about the Kiasma’s collection. Describe how the promotion developed from concept to implementation: We decided to use the debate for our advantage in our campaign. Make a better one yourself, then –campaign invited people to download their contemporary artworks to a web gallery. People voted for their favorites on Facebook and the winner got his piece of art added to Kiasma's collection. Explain why the method of promotion was most relevant to the product or service: When people perceive contemporary art a common expression is: My son could have done that. We gave a chance to the son. We also wanted to show that it is fun and easy to make, watch and comment contemporary art. Describe the success of the promotion with both client and consumer including some quantifiable results: We hoped to receive a hundred pieces for the web gallery and ten thousand visitors to the site. We got 599 pieces of art, over 30.000 visitors on the site, with over a million page downloads and an average of six minutes spent on the web site. And the campaign received huge attention in the media as well. People were talking positively about Kiasma and contemporary art again.
Make A Better One Yourself, Then!
案例简介：描述客户的简报: Kiasma 是芬兰赫尔辛基的当代艺术博物馆。在它的历史中，它带来了各种各样的情感。2010年初，新导演没有说服力，一个展览被取消，Kiasma 的支出成为一个问题。我们想让人们有机会参与这场运动，围绕当代艺术给予积极的主题，并提醒人们注意 Kiasma 的收藏。 描述促销如何从概念发展到实施: 我们决定利用这场辩论作为我们竞选的优势。做一个更好的自己，然后-运动邀请人们下载他们的当代艺术作品到网上画廊。人们在 Facebook 上投票支持他们的最爱，获胜者将他的艺术品添加到 Kiasma 的收藏中。 解释为什么促销方法与产品或服务最相关: 当人们感知当代艺术时，一个常见的表达是: 我的儿子可以这样做。我们给了儿子一个机会。我们还想表明，制作、观看和评论当代艺术既有趣又容易。 描述客户和消费者的成功促销，包括一些可量化的结果: 我们希望收到数百张网上画廊的作品和 10,000 名网站访问者。我们有 599 件艺术品，网站上有 30.000 多名访问者，下载量超过百万页，平均在网站上花费 6 分钟。这场运动也受到了媒体的巨大关注。人们再次积极地谈论 Kiasma 和当代艺术。
Make A Better One Yourself, Then!
案例简介：Describe the brief from the client: Kiasma is the museum of contemporary art in Helsinki, Finland. During its history it has brought up all kind of emotions. Early in 2010 the new director was not convincing, one exhibition was cancelled and Kiasma’s spending became an issue. We wanted to give people a chance to participate into the campaign, give positive subjects around contemporary art and remind about the Kiasma’s collection. Describe how the promotion developed from concept to implementation: We decided to use the debate for our advantage in our campaign. Make a better one yourself, then –campaign invited people to download their contemporary artworks to a web gallery. People voted for their favorites on Facebook and the winner got his piece of art added to Kiasma's collection. Explain why the method of promotion was most relevant to the product or service: When people perceive contemporary art a common expression is: My son could have done that. We gave a chance to the son. We also wanted to show that it is fun and easy to make, watch and comment contemporary art. Describe the success of the promotion with both client and consumer including some quantifiable results: We hoped to receive a hundred pieces for the web gallery and ten thousand visitors to the site. We got 599 pieces of art, over 30.000 visitors on the site, with over a million page downloads and an average of six minutes spent on the web site. And the campaign received huge attention in the media as well. People were talking positively about Kiasma and contemporary art again.
那么，自己做一个更好的吧!
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Make A Better One Yourself, Then!
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基本信息
- 广告战役： #Kiasma-推广与活动-d654#
- 广告品牌： Kiasma
- 发布日期： 2000
- 行业领域： 影音娱乐 , 商务服务
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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