BrandBase develops activation campaign for ING
Integrated campaign brings the art of the Rijksmuseum a wider audience.
08 OCTOBER 2014, AMSTERDAM, THE NETHERLANDS
SummaryING wants that as many people as possible enjoy the art of the Rijksmuseum. For this, BrandBase created the activation campaign. ING gives away 16.000 free tickets for two special weekends at the museum. The Facebook-app gives ING customers a chance to win those tickets by virtually putting their face into a classic work of art. And for the PR-activation three street artists make graffiti pieces of masterpieces from the Rijksmuseum at three places in Amsterdam.
For ING, as a proud sponsor of the Rijksmuseum, it is important that as many people as possible can experience the beauty of the art of the Rijksmuseum –and art in general. By integrating an event, social media and PR, the art pieces from the Rijksmuseum become accessible for a wide audience.
The ING Rijksmuseum-days are the heart of an integrated campaign: two weekends in 2014 and 2015 for which ING gives away 16.000 free tickets. With the Facebook-app Put Yourself in the Picture, customers can win those tickets. On Facebook, they paste their face into a classic work of art from the Rijksmuseum. A jury rewards the most inventive submissions. The PR-activation Old Masters by New Masters finds a large audience for the campaign by having three street artists make graffiti pieces of masterpieces from the Rijksmuseum at three places in Amsterdam. A short YouTube documentary follows the process
The integrated campaign reached a large group of people in the Netherlands. The PR-activation Old Masters by New Masters was picked up by national and regional media, both printed media, radio and television. The documentary was viewed almost 80.000 times on multiple video platforms, and the activation was covered online by 46 articles. This represents in a media value of €141.000,-.
"I love it that we managed to bring the art of the Rijksmuseum to a larger audience. Literally: we took the art and brought it to the street or your Facebook page. And it is especially awesome when I see my favourite street artists suddenly spray paint a Rembrandt or Hals in the middle of the Warmoestraat." Marvin Pupping, director BrandBase
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