Van Gogh Bnb: the secret of successful campaign.

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.

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Van Gogh Bnb (via)

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 on Airbnb 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?

Van Gogh Bnb
Van Gogh Bnb (via)

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!

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Van Gogh Bnb (via)

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!

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To my mind, this is the sort of campaign that shows how powerful the experiential marketing and storytelling can be to engage with consumers on a deeper, emotional level.

What to you think of it? 😉

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A heart-rending spot from Budweiser during the Super Bowl XLIX.

Budweiser continues to surprise, creating a sequel of the last year’s heart – rending commecial. A new spot is on air during the Super Bowl XLIX games where the main hero is a “Lost dog” puppy, but not a beer.

A famous beer Budweiser in collaboration with agency Anomaly created a sequel of the last year’s heart-rending and sentimental Puppy love story about a labrador’s puppy. And this year a “Lost dog” spot has been launched and has gained a great success. In a few days it has got many Likes , Sharing and became a viral.

Budweiser: Lost Dog (via)

This spot shows a story of a little puppy, that has lost and is looking for a way home. A spot consists of several episodes: at first we can find a lonely puppy hiding in a box from the rain, with eyes full of hope and wishing to find his friends and home soon. He has been separated from his owner and his friends, Clydesdale horses. In the second episode we can see his owner who is posting missing dog flyers, promising a reward for his puppy friend return. And in the end it shows Clydesdale horses rescuing their lost puppy friend from a wolf.

It is a very emotional and heartwarming story, but where is the beer in the ad? This spot concludes just with Budweiser’s hashtag #Best Buds. I wonder, what advertisers keep in mind and what they want to achieve?

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It is supposed that the best way to catch people’s attention is to create a story full of empathy and emotions. In my opinion this spot is a metaphor to Budweiser’s brand mission: maintaining strong relationships with consumers, including care, attention, friendship and telling them that the best buds is always with you and never let you down. That creates integrity and increase fidelity to the brand.

This ad touched me to tears. What about you? 😉