The museum that made a name for itself by changing its name.|短视频|广告营销案例【ADGuider广告指南】

通过改变名字为自己命名的博物馆。

案例简介：概要当你坐在标志性的悉尼歌剧院和悉尼海港大桥旁边时，很难得到你想要的关注。MCA 没有得到它应得的名声或脚步。这对我们的客户来说既令人困惑又令人沮丧。也许当代艺术不是每个人都喜欢的…… 但是世界上谈论最多的画廊 -- 现代艺术博物馆、大都会艺术博物馆、泰特现代美术馆、古根海姆美术馆都充满了这些东西。为什么 MCA 没有产生同样的文化影响？我们仔细审视了这个品牌，意识到我们面临着身份危机。当你被称为 “博物馆”，但你挤满了由当今活着的艺术家创作的 “当代艺术”，你的品牌与自己不一致。MCA 缺乏意义。我们把潜在的访客和我们的名字混淆了。我们必须迎头解决这个问题。结果想象一下，告诉一个客户你想改变他们的名字。吓人，对吗？现在想象一下，告诉他们你想把它变成一个空白的画布，让任何人把它变成他们想要的任何东西，只要他们想要多少次？这正是我们所做的，我们了解到财富有利于勇敢者。我们的主要目标是引发品牌感知的转变，让人们以不同的方式与品牌交谈、思考和互动。然而，没有预算 (0 美元!) 来衡量这一点。所以我们不得不与我们所拥有的一起工作: MCA 在竞选期间的脚步。消息是好的。在为期 3 周的活动期间，MCA 记录了该季度 (8月、 9月和 2017年10月) 的最高连续客流量。市场上没有其他活动可以解释这一增长。我们在路上。执行我们把我们的名字交给了公众，让他们告诉我们 MCA 对他们意味着什么。首先，我们用我们最大的一块房地产 (我们在悉尼港的标志性建筑) 作为人们可以在灯光下看到他们的 MCA 作品的地方。通过我们的现场激活和在线体验，公众建议我们的建筑一侧在晚上点亮了成千上万的首字母缩略词。我们的现场激活还具有制作自己的 t恤的能力，这将包括我们的员工在内的每个人都变成了活动的步行广告牌。最后，我们选择了 OOH 和 social 的前十名。因此，无论你的 MCA 是改变思维的艺术，多元文化艺术家，甚至是允许的凌乱的孩子 -- 我们已经找到了一种前所未有的方式来与我们的观众联系。活动描述我们的想法邀请人们使用 MCA 首字母缩略词作为一个平台来表达我们的画廊对他们意味着什么。通过现场激活，人们可以看到他们的作品挂在 MCA 的墙上，并制作一件个性化的 t恤。更好的是，提交的每一个首字母缩略词都有一个可以在我们俯瞰标志性悉尼港的建筑侧面发光的地方。从改变思维的艺术到多元文化的艺术家，平庸消失了，甚至是我珍爱的下午，我们收到了成千上万的作品 -- 前十名被选为社交和户外活动。在活动结束时，我们的 t恤被证明非常受欢迎，它们成为了心爱的 MCA 礼品店的一种持续商品, 但最重要的是，我们向人们展示了 MCA 的真正意义是在其中找到你自己的意义。

通过改变名字为自己命名的博物馆。

案例简介：Synopsis When you sit next to the iconic Sydney Opera House and Sydney Harbour Bridge, it can be difficult to get the attention you want. The MCA wasn’t getting the fame – or footfall – it deserved. This was both perplexing and frustrating to our client. Maybe contemporary art isn’t everybody’s cup of tea… but the most talked about galleries in the world – MOMA, The Met, the Tate Modern, the Guggenheim are full of the stuff. Why wasn’t the MCA making the same cultural impact? We took a good hard look at the brand, and realised we had an identity crisis. When you’re called a ‘museum’ but you’re jam-packed with ‘contemporary art’ – created by today’s living artists – your brand is at odds with itself. MCA lacked meaning. We were confusing potential visitors with our very name. We had to tackle this head on. Outcome Imagine telling a client you want to change their name. Scary, right? Now imagine telling them you want to turn it into a blank canvas, and let anyone change it to whatever they want, as many times as they want? That’s exactly what we did, and we learned that fortune favours the bold. Our key objective was to spark a shift in brand perception that would get people talking, thinking and interacting differently with the brand. However there was no budget ($0!) to measure that. So we had to work with what we had: the MCA’s footfall during the campaign. And the news was good. During the 3-week period of the campaign, the MCA recorded the highest consecutive footfall of the quarter (August, September and October 2017). There were no other campaigns in market that could account for this increase. We were on our way. Execution We handed our name over to the public and let them tell us what the MCA meant to them. Firstly, we used our biggest piece of real estate (our iconic building on Sydney Harbour) as a place where people could see their MCA creation up in lights. The side of our building lit up at night with the thousands of acronyms suggested by the public through our onsite activation and online experience. Our onsite activation also featured the ability to make your own t-shirt, which turned everyone, including our staff into walking billboards for the campaign. Finally, we selected a top 10 that were featured in OOH and social. So whether your MCA was Mind Changing Art, Multi Cultural Artists or even Messy Children Allowed – we had found a way to connect with our audience like never before. CampaignDescription Our idea invited people to use the MCA acronym as a platform to express what our gallery means to them. Via an onsite activation people could see their creation hanging on the walls of the MCA and make a personalised t-shirt. Better yet, every acronym submitted was given a place to shine on the side of our building overlooking the iconic Sydney Harbour. From Mind Changing Art to Multi-Cultural Artists, Mediocrity Cleared Away and even My Cherished Afternoons, we received thousands of creations - with a top 10 being chosen for social and OOH. At the end of the campaign our t-shirts had proved so popular they became an ongoing item at the beloved MCA gift shop, but most importantly we had shown people the true meaning of the MCA was to find your own meaning within it.