ART SERIES APPLICATION
|June 4, 2012 | DIGITAL||Posted by|
Which Warhol’s Warhol’s? You know, Andy Warhol. Sorry to confuse you, but that’s kind of the point. People know him; they love him and he has a beyond cult-like following. But… given the chance could you pick the real deal over a forged copy? When an original piece is up for grabs, you’d damn well try!
After working closely and successfully on the breakthrough Worksafe Campaign, Big Dog were more than excited to jump into bed with Naked Communications once again. Of course, we didn’t literally jump into a bed… but we did dive right into this super exciting campaign.
After the success of the ‘Steal Banksy’ campaign, Naked Communications were hired again by the renowned Art Series Hotel Group. Operating in Melbourne, the Olsen, Cullen and Blackman Hotels make up this family. In order to drive bed sales, build brand equity, create general awareness and PR for the hotels- Naked created the Which Warhol’s Warhol campaign. This saw one of the world’s best “art forgers” paint nine fake Warhols. The nine fakes are being displayed throughout the three hotels, along with a real Warhol. Pretty amazing campaign if you ask us!
Big Dog Creative helped Naked Communications pull the trigger on this by developing an Application to be used in the hotels. The digital department devised an App that allows users and hotel guests to engage with the campaign and vote for which painting they think is real. The App brought the campaign to life and was the last piece of the jigsaw that turned a killer concept into a real-world activation. The App also acts as a means of data collection, building a strong database for the Art Series Hotel Group to use for future marketing purposes. Additionally, once users engage with the App, there is an option for them to share branded content through their social media channels. This not only reinforced positive relationships between the guest and their hotel experience, but also has massive public-facing qualities and exposes the campaign to as many people as possible. Who said you can’t have your cake and eat it too?! Ultimately, we guess eating your cake in this case, would be getting to hang an original Warhol on your living-room wall!
The campaign is currently still underway and the response so far? Unbelievable. People have been intrigued, charmed and challenged. Awareness is spreading at a pace you couldn’t catch! WATCH THIS SPACE!