City of Antwerp
As early as 6 months before the opening of the MAS, it was already on everybody’s lips. The MAS was a hot topic in magazines and blogs, but all this talk was almost exclusively about the building’s remarkable architecture rather than its (at least equally remarkable) collections. The challenge was to raise international awareness of the entire museum rather than the building in itself.
We wanted to build on the vibe that the MAS is a building you simply must see and then add a well-crafted twist: both the inside and the outside are impressive. For this we needed a great idea with word-of-mouth potential.
Our creative concept: a phygital tour of the MAS Museum
We offered an entirely virtual, but real-life taste of what the MAS has to offer by merging the digital and physical in the “phygital tour”. Our one-on-one, remote live tour uses live streaming technology that allows web visitors to actually steer an ‘insider’ with a video camera around the MAS to discover what is inside the museum.
The result: 100.000 virtual visitors from all over the world
A total of one hundred thousand people visited the campaign site and five thousand visitors took an individual live tour. We captured ten thousand email addresses and sent them travel promotions.
The website got picked up by multiple blogs. All online articles combined reached a million readers. Via twitter we addressed a network of one million followers.
The campaign drove international attention to MAS museum and convinced people to visit Antwerp. It won multiple awards, including 5 IMC awards and 3 MIXX Awards.
We’d love to tell you more about it. Should we meet for a coffee? Just drop us a line.Yes, contact me