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Prophets - Mas Live Tour
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  • (Google Maps of krijtlijn contour)Copy:MAS Live TourA Campaign by Prophets for+ MAS+ ToerismeAntwerpen & Congres+ ToerismeVlaanderen
  • Copy:Campaign objectiveDrive visitors to Flanders -> Antwerp -> MAS (mag visueel)
  • Copy: Regions in:- The Netherlands- Germany- France- United Kingdom(south)
  • Visual hint:Elephant, Kai mook
  • Visual hint:Elephant, Kai mook
  • Visual hint:Elephant, Kai mook
  • Visual hint:Elephant, Kai mook
  • Visual hint:Elephant, Kai mook
  • Element of Pacman, joystick, arcade game, remote control
  • You MAS already there?
  • You MAS already there?
  • Element of Pacman, joystick, arcade game, remote control
  • You MAS already there?
  • Element of Pacman, joystick, arcade game, remote control
  • (ripple effect stone in water)Levels “people who”1. Took the live tour2. Visited the website3. Read about the campaign on blogs & magazines4. Seen the campaign on partner network5. Seen a mention of the campaign in social media6. Seen advertising of the campaign
  • (ripple effect stone in water)Levels “people who”1. Took the live tour2. Visited the website3. Read about the campaign on blogs & magazines4. Seen the campaign on partner network5. Seen a mention of the campaign in social media6. Seen advertising of the campaign
  • You MAS already there?

Transcript

  • 1. PROPHETS PRESENTSA prophets campaign forMAS Museum
  • 2. Brief Create international awareness for MAS museum and incite people to visit MAS.A strong idea with word-of-mouth potential, inline with local campaign & PR efforts.
  • 3. Strategic insightDuring more than 6 months before the MAS opening, all magazines wrote and people discussed about… the remarkable architecture of the MASbuilding, almost nearly never mentioning the collection.
  • 4. Strategic approachWe decided to build on the rumour that the MAS is a Must-see museum... but at the same time emphasize that this both refers to the outside AND the inside. The MAS. A must-see museum. Also on the inside.
  • 5. Strategic approachGive people abroad a first taste of MAS, a real life sneak preview to excite them. After experiencing MAS via digital media,people are triggered to visit MAS in Antwerp
  • 6. Creative idea Offer online visitors of MAS a one-on-oneremote live tour, using interactive streaming video.Navigate ‘an insider’ holding a video camerathrough the museum & explore MAS inside out.
  • 7. Practical For three weeks, five ‘insiders’ are available for individual live tours, during opening hours. Visitors can start a two minute live tour, view ongoing tours or watch prerecorded videos.
  • 8. TechnologyInsiders on each floor carry an IP security camera and stream video over wifi to the web. Thx Rambla! Using a custom built Android app and hacking the existing internet infrastructure,‘insiders’ interact with the website and hear commands.
  • 9. TrafficA limited media budget for paid advertising,used on Facebook ads & Google Adwords. Banners & messages on owned partnersites, emails and social media presences.
  • 10. TrafficSeeding online magazines, bloggers, inviting influencers and paid advertorials via international partners . Thx Enchante! Mention in above PR campaign, withadditional online PR using internal campaign manager.
  • 11. TacticsVisitors enter name & email when starting a live tour. Social sharing is encouraged. Each site visit ends on a page with traveldeals. Visitors receive follow up email with incentive.
  • 12. PROPHETS FINISHEDThanksfor listening