Making Paul Gauguin’s art audible – and accessible to a young audience

FONDATION BEYELER

Daniel Jörg

Daniel Jörg

Partner, Head of Digital Marketing & Research

Christoph Emch

Christoph Emch

Head of Content Marketing & Storytelling

Maurus Staubli

Maurus Staubli

Senior Consultant

Elena Scacchi

Elena Scacchi

Currently travelling the world

 

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CHALLENGE

One of Europe’s cultural highlights in 2015 was an exhibition focusing on Paul Gauguin. How can an exhibition reach out beyond the usual art lovers and attract young people to the museum?

STRATEGY & SOLUTION

In our integrated #GauguinSounds campaign, we connect Gaugin’s art with playlists curated by 50 VIPs to create an entirely new museum and art experience. Visitors can also make their own playlists, which encourages additional involvement.

IMPACT

The campaign reaches more than 7 million people online and prompts 186,736 interactions. At the same time, it wins over 6,000 new Facebook and Twitter followers and also proves very popular in offline media.