Louvre Abu Dhabi is the largest museum in the Arabian peninsula and is associated with the most recognised name in museum history; Louvre, France. In anticipation of its highly advertised opening day, Louvre sought to partner up with a firm that could lead its marketing campaign and power up its technology needs in tandem.
The launch dates coincided with nearing dates of International Museum Day. Not wanting to waste the momentum, it was decided that its campaign would centre around the internationally celebrated event. The architecture unveiling of the Louvre Abu Dhabi would take place in an unorthodox manner, to spark interest worldwide regarding a key feature of the museum; its tantalizing architecture.
Louvre Abu Dhabi partnered with Virtual Force to run its International Museum Day campaign. International Museum Day is celebrated worldwide on May 18 every year and holds special meaning to museums around the world.
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As such, the Museum tasked Virtual Force to run its campaign to achieve social media virality and achieve increased user outreach and traffic. Complete campaign from its inception, marketing to final online application was designed by Virtual Force from scratch.
Louvre Abu Dhabi projects an international presence as a museum worldwide. Therefore to launch its newly unveiled architecture, it required a grand campaign to garner interest from audiences all over the world.
Not only did the unveiling of the architecture had to be grand, it had to involve people and gain virality on social media platforms. Virtual Force’s task was two-fold: to come up with an out-of-box marketing solution for the Louvre and to implement the same using the technology strengths at hand.
Early on, in the storyboarding and brainstorming sessions, our engagement manager came up with an idea that struck cord with Louvre: come up with a mosaic of the to-be unveiled architecture using pictures of people that participate in the social media campaign.
The idea was simple yet elegant; over the course of 24 hours, before the final image would be unveiled, people would get a gradual picture of the design as they participated in the campaign. Each picture would be added as a users took part in the social media campaign designed by Virtual Force. Using a smart mosaic algorithm, we revealed the masterpiece from the contribution of people through their profile photos collected from Instagram, Facebook & Twitter.
Here is what Virtual Force provided to the Louvre Abu Dhabi for its campaign, using 3 effective strategies :
Smart Mosaic Algorithm:
Our engineers came up with robust algorithm that collected the display pictures from social media campaign and sorted them using mosaic algorithm. It, then, placed the display pictures and arranged them to form a mosaic depicting the the architecture of Louvre Abu Dhabi.
The dynamic collage image that was generated at the end of the campaign was revealed by the means of a masterpiece design, through the contribution of all people profile photos who contributed in it.
Social Media Campaign:
Louvre Abu Dhabi’s architectural design was revealed through the contribution of all people profile photos who contributed in it. A call-to-action was given on user-engaging messages on 3 social media platforms (Twitter, Facebook, Instagram) along with a hashtag. Users were offered vouchers as incentive to share the campaign on their walls.
— Louvre Abu Dhabi (@LouvreAbuDhabi) November 24, 2017
Web Platform for Unveiling Image:
We designed a website for unveiling the final image. This website had a visual which encouraged users to participate in celebrating International Museum Day. A neatly placed collage, with a background image was placed on site. This was to be eventually filled with profile pictures of all those who had joined the campaign in a smart grid.
The final image of the site was an interactive and engaging image that unveiled the architecture of the Louvre Abu Dhabi.
International Museum Day campaign for Louvre Abu Dhabi went live for one day and generated waves on social media. The campaign was branded as a ‘huge success’ by the Louvre marketing team.
And countless likes and followers by running a sponsored campaign for the target audience.
The campaign enhanced Louvre Museum’s ability to engage users on social media platforms and made its architecture unveiling a success, both in terms of brand marketing and potential customer outreach.