The challenge: a media relaunch of the Surface brand
The Surface AntiLouvre Campaign (Polish: Kampania Surface AntyLuwr) had the goal of underlining the many creative capabilities of the Microsoft Surface Pro tablet computer. At the campaign’s launch, the Surface Pro had already been on the Polish market for 6 months. Our team had to come up with a creative campaign that would attract media attention and get people talking about the Surface Pro all over again- including the target demographic: graphic designers and digital artists.
The Surface AntiLouvre Campaign encouraged participants to “retouch” famous pieces of classical art- give them a modern twist. Almost 200 individual pieces were chosen. Some of them were printed in the limited physical album titled AntyLuwr, others were printed and displayed on canvas at a seasonal display in the Xanadu Art Gallery. The name Surface AntiLouvre is a play on words- the original artwork evokes images of the Louvre, but mirrored off of a reflective Surface to creatively reflect the contemporary world.
The strategy: Public Relations + Influencer Video
Surface AntiLouvre is an example of multi-channel communication. It combined elements from Public Relations, Influencer Marketing, Contest, Event, and Social Media, as well as an exclusive printed publication. The campaign took the challenge posed by a long-term campaign head-on, and became a hub that reached out to the main target demographic: graphic designers and graphic artists. Thanks to the application of 360-degree communication, the project kept the media attention on the Surface Pro- and gathered the attention of the targets, helping them realize just how wide the possible applications of the device are.
Poles are reluctant to go to museums: last year, only one in five of us stepped foot in one. That doesn’t sound too bad, but statistically speaking, most of the ones who did, did so because their primary or middle-school teachers told them they had to- number one on all visitor demographic workups was easily occupied by field trips. Big signs that say “do not touch,” glass barriers, and barriers that keep visitors at a distance can’t be helping to encourage visitors. For many Poles, visiting a museum is still synonymous with boredom.
We decided to throw away the stuffy old archetype and create a digital museum- our own digital museum, where visitors are told to “please touch!” and encouraged to interact with the art in a brand-new way. The Surface AntiLouvre campaign was a gallery where visitors could take the art and give it their own touch. We gave our viewers 24 pieces of classical art- classified as “WIPs.” We showed them how to use the Surface Pen as a digital paintbrush that Magdalena Pankiewicz used to touch up the works of the great masters: Vermeer, da Vinci, van Gogh, among others. In return, our viewers sent in over 1500 works that any museum would be proud to display!
The Surface AntiLouvre Strategy stood on six pillars:
- Work with an influencer- Magdalena Pankiewicz- video
- A content and contest webpage- Behance.net- link
- Media relations
- Outdoor/Event in an art gallery- the exhibition in the Xanadu Art Gallery
- Print: Surface AntyLuwr album
- Cooperation with a public service organization – the Great Orchestra of Holiday Help (WOŚP)
The campaign kicked off by beginning work with online influencer Magdalena Pankiewicz– who quickly became the driving force behind the campaign. She’s one of the best-known Polish illustrators in the world. Her job was to “retouch” five works of classical art and giving them a modern twist using the Surface Pro and associated tablet stylus- the Surface Pen. This teamwork produced the video that first thrust the Surface AntiLouvre into the spotlight.
The next step was to create a digital gallery for the campaign, to gather all the projects submitted to the Surface AntiLouvre. This was associated with a contest with a simple premise: to add a modern touch to any one of the 24 pieces users had to choose from, ranging from da Vinci to van Gogh. The final Surface AntiLouvre gallery gathered almost 200 digital images. This was simultaneous to various outreach media relations operations- promoting the contest and the works already published.
The third step was the event at the Xanadu Art Gallery- the start of a seasonal display of 14 selected pieces. This was paired with a brief lecture on the history of art, and almost 50 people showed up to the opening alone.
The fourth step was the published Surface AntyLuwr Art Album– printed in a very limited series of only 100 copies and strongly reminiscent in design to the well-known Taschen albums.
The fifth step was to donate three paintings to a charity auction organized by WOŚP- the Great Orchestra of Holiday Help
- Nearly 90,000 hits on the online gallery (organic traffic)
- Over 40 publications in far-reaching media
- Over 5 million people reached (UU)
- Over 420,000 thousand views on the influencer video
- 1528 submissions
- 217 pieces of digital art in the online gallery
- 100 copies of an exclusive printed album
- AVE over $38,000 USD
- 100% positive sentiment towards the campaign from the media and participants
- Social media ads: 1 million views
- SABRE Gold Award EMEA 2018 in the category Hardware: Technology