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.
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.