Making Paul Gauguin’s art audible – and accessible to a young audience

Fondation Beyeler

Daniel Jörg

Daniel Jörg

Partner, Member of the Management Board, Practice Head Marketing Communications

Christoph Emch

Christoph Emch

Member of Senior Management, Unit Lead Digital Marketing

Maurus Staubli

Maurus Staubli

Senior Consultant

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Challenge

One of Europe’s cultural highlights in 2015 was an exhibition focusing on Paul Gauguin. How can an exhibition reach out beyond the usual art lovers and attract young people to the museum?

Strategy & solution

In our integrated #GauguinSounds campaign, we connect Gaugin’s art with playlists curated by 50 VIPs to create an entirely new museum and art experience. Visitors can also make their own playlists, which encourages additional involvement.

Impact

The campaign reaches more than 7 million people online and prompts 186,736 interactions. At the same time, it wins over 6,000 new Facebook and Twitter followers and also proves very popular in offline media.