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500 年的故事
案例简介：概要 泰特英国美术馆的客流量正在下降，他们正努力让人们走出通常的 “艺术圈” 去参观美术馆。简报是为了重振画廊，并吸引更广泛的观众。总体目标是增加脚步，让人们再次关心艺术。在非常有限的预算下，整个活动通过从直接到 Instagram 、印刷到广播和电影的多个渠道达到了 331,601,621。 相关性 人们闲暇时间的竞争是激烈的。对于画廊来说，他们不仅仅是为了人们的时间而相互竞争，而是为了从周日下午看盒子的时间中争取一部分其他形式的休闲时间, 去演出，在 Facebook 上冲浪，和家人在主题公园出去玩一天。这场运动的目标是广泛的观众，但有一个非常直接和令人信服的信息来亲眼看看泰特英国的艺术。 执行 这项运动旨在利用高停留时间的位置，并与媒体的惯例一起创造更深入、更身临其境的方式来讲述泰特英国艺术背后的故事。我们推出了 print 和 OOH，然后通过分发 10,000 张明信片来支持这一点。然后我们接着创建电影和电台处决。我们还颠覆了 Instagram 的格式 -- 展示没有任何图像和文本的帖子。最后，我们扩展了我们的想法，用盲文讲述故事，在中心为弱视人群分发传单，以表明即使是看不到艺术的人也能感受到它的力量。综合起来，这些频道鼓励不同的人群去画廊看艺术 (或者在盲人的情况下听艺术)。竞选达到 331,601,621 战略 艺术一直是英国文化的重要组成部分。但是艺术界已经逐渐远离了大多数人的日常生活。它充满了智力优势和 “安静的乐趣”。这疏远了除了白人中产阶级之外的所有人，所以我们需要让观众多样化，包括更广泛的年龄范围、种族、社会阶层和残疾人。我们需要让泰特英国艺术回到英国文化的核心，让它与今天人们的生活相关。这场运动跨越了许多渠道，允许人们以不同的方式参与。这些频道包括印刷、户外、电影、广播、社交和直销。在每种情况下，我们都选择了高质量、高停留时间的位置，让人们有时间阅读故事。每次执行都有一个简单的 CTA，可以在网上或画廊里自己看艺术品。 结果 总的来说，这场运动得到了压倒性的积极回应。在第一阶段的 8 周时间里，客流量同比增加了 5.5。Tate 网站的网站流量增加了超过 20 k。人们已经和泰特英国美术馆的工作人员谈论了这些广告，并在画廊里留下了赞扬它的信息，社交媒体也有同样积极的反应。内容: 977 | 脸谱网: 12,530 | 推特: 253 | 搜索: 117 | 有机: 4,786 | Instagram 网站点击: 2,080 活动描述 画廊经常在海报中使用艺术品的复制品来吸引人们参观。他们没有以最好的光线展示艺术，他们已经成为除了少数艺术爱好者之外的所有艺术爱好者的墙纸。所以我们决定用文字来讲述艺术背后的故事，而不是展示艺术。今天的故事和艺术品最初创作时一样相关。如此引人注目的故事会让人们想去画廊亲眼看看艺术。这场运动证明，具有挑战性的惯例可以导致更好更强大的交流方式。在一个充斥着 Instagram 图像、电影、视频和图像复制品的世界里，这场运动没有图像。在一个大喊大叫的 'he 的世界里，这场运动被剥离回他们创造的文字和故事。
500 年的故事
案例简介：Synopsis Tate Britain’s footfall was declining and they were struggling to get people outside of the usual ‘art crowd’ to visit the gallery. The brief was to revitalise the gallery and make it appeal to a broader audience. Overall objectives were to increase footfall and to make people care about art again. On a very limited budget the overall campaign has delivered reach of 331,601,621 via multiple channels from Direct to Instagram, print to radio and cinema. Relevancy Competition for people’s leisure time is fierce. For Galleries they aren’t just competing against each other for people’s time but they’re fighting for a slice of all other forms of leisure time from watching a box set on a Sunday afternoon, going to a gig, surfing on Facebook, to a day out with the family at a theme park. This campaign was about targeting a broad audience but with a very direct and compelling message to see Tate Britain’s art for themselves. Execution This campaign looked to use high dwell time placements and play with the conventions of media to create deeper more immersive ways to tell the stories behind Tate Britain’s art. We launched with print and OOH and then supported this by distributing 10,000 postcards. We then followed this by creating cinema and radio executions. We also subverted the format of Instagram – showing posts without any image and just text. Finally, we extended our idea by telling the stories in Braille, distributing leaflets in centres for partially sighted people, to show that even people who can’t see the art can feel its power. Combined, these channels encouraged different groups of people to visit the gallery to see the art (or hear it, in the case of blind people) for themselves. The campaign reached 331,601,621 Strategy Art has always been an important part of British culture. But the art world has gradually drifted away from the everyday lives of most people. It is full of intellectual superiority and ‘quiet please’. This has alienated all but the white middle classes, so we needed to diversify the audience to include broader age ranges, ethnicities, social classes and disabilities. We needed to put Tate Britain’s art back at the heart of British culture by making it feel relevant to people’s lives today. The campaign ran across a number of channels to allow people to engage in different ways. These channels included print, outdoor, cinema, radio, social and direct. In each case we picked high quality, high dwell time placements, to allow people the time to read the stories. Every execution had a simple CTA to see the piece of art for themselves whether online or at the gallery itself. Outcome Overall the campaign has had an overwhelmingly positive response. Footfall increased year on year by 5.5k over the 8 week period of the first phase of the campaign. Website traffic traffic increased by over 20k to the Tate website. People have spoken to the staff at Tate Britain about the ads and left messages in the gallery praising it and social media has had just as positive reaction.Content: 977 | Facebook: 12,530 | Twitter: 253 | Search: 117 | Organic: 4,786 | Instagram website clicks: 2,080 Campaign Description Galleries have often used reproductions of artwork in their posters to get people to visit. They don’t show the art in its best light, and they’ve become wallpaper to all but a few art buffs. So instead of showing the art, we decided to use words to tell the stories behind it. Stories that are as relevant today as they were when the artworks were originally created. Stories so compelling it would make people want to go to the gallery to see the art for themselves. This campaign is proof that challenging convention can lead to a better more powerful way to communicate. In a world saturated with Instagram images, film, video and image reproductions this campaign has no image. In a world of ‘he who shouts the loudest wins’ this campaign is stripped back to just words and the stories they create.
500 Years Of Stories
案例简介：概要 泰特英国美术馆的客流量正在下降，他们正努力让人们走出通常的 “艺术圈” 去参观美术馆。简报是为了重振画廊，并吸引更广泛的观众。总体目标是增加脚步，让人们再次关心艺术。在非常有限的预算下，整个活动通过从直接到 Instagram 、印刷到广播和电影的多个渠道达到了 331,601,621。 相关性 人们闲暇时间的竞争是激烈的。对于画廊来说，他们不仅仅是为了人们的时间而相互竞争，而是为了从周日下午看盒子的时间中争取一部分其他形式的休闲时间, 去演出，在 Facebook 上冲浪，和家人在主题公园出去玩一天。这场运动的目标是广泛的观众，但有一个非常直接和令人信服的信息来亲眼看看泰特英国的艺术。 执行 这项运动旨在利用高停留时间的位置，并与媒体的惯例一起创造更深入、更身临其境的方式来讲述泰特英国艺术背后的故事。我们推出了 print 和 OOH，然后通过分发 10,000 张明信片来支持这一点。然后我们接着创建电影和电台处决。我们还颠覆了 Instagram 的格式 -- 展示没有任何图像和文本的帖子。最后，我们扩展了我们的想法，用盲文讲述故事，在中心为弱视人群分发传单，以表明即使是看不到艺术的人也能感受到它的力量。综合起来，这些频道鼓励不同的人群去画廊看艺术 (或者在盲人的情况下听艺术)。竞选达到 331,601,621 战略 艺术一直是英国文化的重要组成部分。但是艺术界已经逐渐远离了大多数人的日常生活。它充满了智力优势和 “安静的乐趣”。这疏远了除了白人中产阶级之外的所有人，所以我们需要让观众多样化，包括更广泛的年龄范围、种族、社会阶层和残疾人。我们需要让泰特英国艺术回到英国文化的核心，让它与今天人们的生活相关。这场运动跨越了许多渠道，允许人们以不同的方式参与。这些频道包括印刷、户外、电影、广播、社交和直销。在每种情况下，我们都选择了高质量、高停留时间的位置，让人们有时间阅读故事。每次执行都有一个简单的 CTA，可以在网上或画廊里自己看艺术品。 结果 总的来说，这场运动得到了压倒性的积极回应。在第一阶段的 8 周时间里，客流量同比增加了 5.5。Tate 网站的网站流量增加了超过 20 k。人们已经和泰特英国美术馆的工作人员谈论了这些广告，并在画廊里留下了赞扬它的信息，社交媒体也有同样积极的反应。内容: 977 | 脸谱网: 12,530 | 推特: 253 | 搜索: 117 | 有机: 4,786 | Instagram 网站点击: 2,080 活动描述 画廊经常在海报中使用艺术品的复制品来吸引人们参观。他们没有以最好的光线展示艺术，他们已经成为除了少数艺术爱好者之外的所有艺术爱好者的墙纸。所以我们决定用文字来讲述艺术背后的故事，而不是展示艺术。今天的故事和艺术品最初创作时一样相关。如此引人注目的故事会让人们想去画廊亲眼看看艺术。这场运动证明，具有挑战性的惯例可以导致更好更强大的交流方式。在一个充斥着 Instagram 图像、电影、视频和图像复制品的世界里，这场运动没有图像。在一个大喊大叫的 'he 的世界里，这场运动被剥离回他们创造的文字和故事。
500 Years Of Stories
案例简介：Synopsis Tate Britain’s footfall was declining and they were struggling to get people outside of the usual ‘art crowd’ to visit the gallery. The brief was to revitalise the gallery and make it appeal to a broader audience. Overall objectives were to increase footfall and to make people care about art again. On a very limited budget the overall campaign has delivered reach of 331,601,621 via multiple channels from Direct to Instagram, print to radio and cinema. Relevancy Competition for people’s leisure time is fierce. For Galleries they aren’t just competing against each other for people’s time but they’re fighting for a slice of all other forms of leisure time from watching a box set on a Sunday afternoon, going to a gig, surfing on Facebook, to a day out with the family at a theme park. This campaign was about targeting a broad audience but with a very direct and compelling message to see Tate Britain’s art for themselves. Execution This campaign looked to use high dwell time placements and play with the conventions of media to create deeper more immersive ways to tell the stories behind Tate Britain’s art. We launched with print and OOH and then supported this by distributing 10,000 postcards. We then followed this by creating cinema and radio executions. We also subverted the format of Instagram – showing posts without any image and just text. Finally, we extended our idea by telling the stories in Braille, distributing leaflets in centres for partially sighted people, to show that even people who can’t see the art can feel its power. Combined, these channels encouraged different groups of people to visit the gallery to see the art (or hear it, in the case of blind people) for themselves. The campaign reached 331,601,621 Strategy Art has always been an important part of British culture. But the art world has gradually drifted away from the everyday lives of most people. It is full of intellectual superiority and ‘quiet please’. This has alienated all but the white middle classes, so we needed to diversify the audience to include broader age ranges, ethnicities, social classes and disabilities. We needed to put Tate Britain’s art back at the heart of British culture by making it feel relevant to people’s lives today. The campaign ran across a number of channels to allow people to engage in different ways. These channels included print, outdoor, cinema, radio, social and direct. In each case we picked high quality, high dwell time placements, to allow people the time to read the stories. Every execution had a simple CTA to see the piece of art for themselves whether online or at the gallery itself. Outcome Overall the campaign has had an overwhelmingly positive response. Footfall increased year on year by 5.5k over the 8 week period of the first phase of the campaign. Website traffic traffic increased by over 20k to the Tate website. People have spoken to the staff at Tate Britain about the ads and left messages in the gallery praising it and social media has had just as positive reaction.Content: 977 | Facebook: 12,530 | Twitter: 253 | Search: 117 | Organic: 4,786 | Instagram website clicks: 2,080 Campaign Description Galleries have often used reproductions of artwork in their posters to get people to visit. They don’t show the art in its best light, and they’ve become wallpaper to all but a few art buffs. So instead of showing the art, we decided to use words to tell the stories behind it. Stories that are as relevant today as they were when the artworks were originally created. Stories so compelling it would make people want to go to the gallery to see the art for themselves. This campaign is proof that challenging convention can lead to a better more powerful way to communicate. In a world saturated with Instagram images, film, video and image reproductions this campaign has no image. In a world of ‘he who shouts the loudest wins’ this campaign is stripped back to just words and the stories they create.
500 年的故事
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500 Years Of Stories
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