Another brilliant example of festive campaign 2016, that I am looking forward to telling you about, is the ‘Bonding Buffet’ hosted by KLM Royal Dutch Airlines to bring people together at Christmas. Many thanks to my friend Sabrina, who is also an amazing blogger, for letting me know about this campaign.
The holiday season is the time for joy, celebration and spending time with those we love, but what if you’re alone at the airport?
Airports at Christmas can be very chaotic and crowded as people long to get home for the holidays, but many people spend their transfer time alone – often reading a book, checking their phones, or surfing the web on the airport wi-fito kill time.
So, the airline company KLM decided to do something extraordinary to get people in the Christmas mood and bring them together while waiting for boarding at Amsterdam Airport Schiphol. Thus, the idea of hosting the ‘Bonding Buffet’ was born.
In particular, KLM, together with Advertising agency DDB & Tribal Amsterdam installed a large table with a Christmas dinner served on top of a 4.5 metre high at the airport. Passengers soon realized what they needed to do to get it down. When all the stools, equipped with a pressure sensor were occupied, the table was fully lowered, so people could start the dinner.
The result is that lots of people of different nationalities bonded with each other over the table had fun and made selfies.
The ad campaign that has grabbed my attention this week is the ‘Van Gogh Bnb,’ a project that was created to arouse people’s interest in the ‘Van Gogh’s Bedrooms,’ a temporary exhibition held at the Art Institute of Chicago in collaboration with Airbnb! This campaign has won four Golds at the 2016 CLIO Awards and three Golden Lions at the 63rd Cannes Lions International Festival of Creativity! Not bad, isn’t it? Let’s see it in action.
Vincent van Gogh’s ‘The Bedroom’, or ‘Bedroom in Arles’ is considered to be one of the most famous paintings in the world. There are 3 versions of ‘The Bedroom,’ created by the artist from 1888 to 1889, hang in the Van Gogh Museum in Amsterdam, Paris’s Musée d’Orsay and Chicago’s Art Institute. The ‘Van Gogh’s Bedrooms’ exhibition in Chicago reunites all these three versions for the first time in North America.
The Art Institute of Chicago in partnership with the agency Leo Burnett and AirBnb, recreated the painting. What is more, instead of just looking at the painting, people were invited to spend a night inside Van Gogh’s room to get closer to the artist! We can read from the listing on the website that ‘this room will make you feel like you’re living in a painting. It’s decorated in a Post-Impressionist style, reminiscent of Southern France and times gone by. Its furniture, bright colors, and artwork will give you the experience of a lifetime.’
Well, they didn’t stop there. The most incredible thing I’ve ever heard was that the room was hosted by Van Gogh himself and rented to everyone onAirbnb at a price as much as $10 with explanation ’I’m charging $10 for no other reason than that I need to buy paint. However, I will be happy to provide you with tickets to my exhibition at the Art Institute of Chicago.’ Smart move, isnt’it?
People were thrilled! The first block of nights were sold out in 5 minutes after the project was launched. Withing one week the story had been covered by media in over 100 countries. The ‘Van Gogh’s Bedrooms’ exhibition online tickets sale up 250% and it was the highest attend exhibit in 15 years!
Futhermore, for “Van Gogh BnB,” project Leo Burnett Chicago got a lot of awards: six Cannes Lions, including one Gold Lion and two Silver Lions in Direct, and two Gold Lions and one Silver Lion in Promo & Activation at the 63rd Cannes Lions International Festival of Creativity that was held in June.
In addition, the agency has also won six Clios: four golds in the Brand Design, Out of Home, Branded Entertainment and Engagement/Experiential categories and silver in the Public Relations category and bronze in Direct. The campaign had a great success!
If you are fond of racing cars and you are in Italy I recommend that you should visit the legendary Ferrari at “Ferrari – Genius and Secrets” exhibition in Maranello. I went there this summer and it was a memorable brand experience.
Over the years Ferrari has been a true legend, a myth in the automotive industry and is known all over the world thanks to its Formula 1 race cars (single-seater) and also road cars ( the Enzo, Ferrari California ) very sophisticated, of excellent quality and targeted primarily at consumers in the premium class.
Despite the fact that not everybody can afford it for economic reasons, the brand has huge international success regardless of what social class you belong to. The secret is in its strong promotional strategy and marketing.
Studying potential consumers needs, their wants and demands, the brand has introduced other products at reasonable prices to satisfy all those who love Ferrari. So Ferrari launched the Ferrari Merchandising that includes Ferrari Stores, Ferrari Museum, Ferrari World theme park, also offers products such as Ferrari Racing Days (Corse Clienti), Test Drive ( has dealerships worldwide ) license and retail business to offer Ferrari experience to anyone who desires and dreams of the Prancing Horse.
As for me, I love sport cars and Ferrari for me is a true icon of style, excellence and Made in Italy in the automotive industry. They make high qualitiy vehicles due to an infinite dose of creativity and passion (the red color represents its symbol ).
This summer I travelled in the province of Modena, in Emilia – Romagna region, Italy so I could not miss a chance to visit the Ferrari Museum that is located nearby.
First of all, I would like to mention that Ferrari has two museums, one is in Maranello that is even called the Ferrari Museum and the other is the Enzo Ferrari Museum in Modena, the birthplace of the founder Enzo Ferrari.
The Museum in Maranello focuses on the company’s history from the past up to nowadays, while the Enzo Ferrari Museum is about Enzo Ferrari life since his childhood, being a teenager he began discovering races, then he became a pilot, after that he became a manufacturer of the legendary car. The two museums are only 20 km from each other and are easily reached on a shuttle bus.
My Ferrari brand experience is linked with the Ferrari Museum in Maranello at the “Ferrari – Genius and Secrets” exhibition where visitors can discover the cars that have made history. At the entrance of the museum you can see the slogan “Live the dream” so Ferrari invites you to experience a unique and amazing emotions.
The exhibition starts with the 365 GTB4 car model, a prototype – 1968, that “was always unofficially referred to as the Daytona, in honour of its victory in the eponymous 24-Hour race in 1967”.
Going forward through the museum, you can see different epochs of the cars from the 50s to nowadays and many original prototypes. There are cars dedicated to Formula 1 and the World Championships, with photos of the drivers that have made great success to Ferrari in Formula 1 (for example Alberto Ascari, Niki Lauda, Michael Schumacher etc.) with their trophies.
To involve the visitor in the atmosphere of the legendary Prancing Horse, the Museum offers fans to listen to the roar of the various Ferrari cars, see engines, also to test with Formula 1 simulators to experience the same feelings or almost the same as a pilot gets while driving and moreover to get the opportunity of Pit Stop for a tire change (is available for groups and must be booked in advance).
Furthermore, the Museum offers a location to organize exclusive private events and an educational program for schools dedicated to the legendary Ferrari.
Even though these cars are not allowed to touch and you can’t sit in there, in the museum you can find a special hall equipped with photographic set and you’re offered to get in a real Ferrari California or stay in a Formula 1 single-seater for fun photos and to get a feeling of a real Formula 1 pilot. Staff is very friendly and helpful.
Despite the fact that I cannot afford a Ferrari this experience is very meaningful and I’ve really lived the dream! Next time I would like to go to the Museum in Modena. 😉