Lifestyle

Gold
CAMPAIGN
#sydneygoespop
AGENCY
UM Sydney
CLIENT
NSW Government
BRAND
Art Gallery of NSW
DETAILS
In the summer of 2014, the Art Gallery of NSW embarked on their most ambitious exhibition to date, Pop to Popism, showcasing the largest collection of Pop Art works from every corner of the globe.  
 
Whilst we had a fantastic product to support, our challenge was driving growth by connecting with a new younger audience who knew little about art.  
 
Discovering that our audience are driven by social validation, our strategy was to put pop back into culture through shareable Pop Art content and experiences.
 
We made #sydneygopop
 
We went beyond traditional media, creating new channels. We created pop up installations hidden across Sydney, allowing people to interact with and explore the art.
 
We turned previously passive OOH panels and display banners into interactive display that allowed Sydneysiders to transform their face into shareable pop art. 
 
We partnered with Sydney’s most on trend gelato parlour, Messina, to create a new flavour, giving people a real taste of pop!
 
The campaign resulted in a huge increase in visitors; attendance was up a whopping 57% compared to 2013, doubling our target, with 43% coming from a new younger crowd.
 
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