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Magnum Mauritshuis Collection

Magnum Mauritshuis Collection

Magnum

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In 2016, Magnum engaged in a unique collaboration with the Mauritshuis in The Hague. Inspired by the two famous art pieces in the museum, Girl with a Pearl Earring and The Goldfinch, two new Limited Edition flavors were introduced. Unilever asked Glasnost to brainstorm about a layered campaign on a strategic level, in which the collaboration between Magnum and the Mauritshuis could be highlighted during various moments.

Objectives

  1. Introduction Magnum Mauritshuis Collection
  2. Create broad media attention for the Magnum Mauritshuis Collection launch.
  3. Reach the aimed target groups by using a mixed media selection.

Strategy

Leading up to the introduction, various moments were chosen to reach the broad target groups of both Magnum and the Mauritshuis. Glasnost developed the creative concept ‘the art of enjoyment’, which established the collaboration between Magnum and the museum. Led by the well-known neuropsychologist Professor Victor Lamme, the concept of enjoyment was given various meanings through different communication strategies, in which senses played a key role.The various activities were split up in:
  1. Influencer event in the Mauritshuis in The Hague.
  2. Consumer activation during the Museumnacht in The Hague and Amsterdam.
  3. 360 degrees’ video of the Girl with the Pearl Earring.
 Journalists, bloggers and influencers were invited for a very special and private event in the Mauritshuis after visiting hours, which revolved around ‘the art of enjoyment. Neuropsychologist Prof. Victor Lamme guided the guests through a series of masterpieces, enlightening the processes activated in the human brain when viewing art and eating a Magnum. To also let consumers experience this process Glasnost and Unilever teamed up with MediaMonks to create a 360 degree alternate reality experience, bringing the Girl with the Pearl Earring to life with the guiding voice of Professor Lamme. For one night, the Girl with the Pearl Earring could be admired in the Dutch capital – giving a small wink to the misconception that the masterpiece is regularly based in Amsterdam.

Result

Top 3 stories Magnum Mauritshuis Collection Top 3 Stories
PR waarde 98.362 PR Value
Bereik 8.023.812 Reach
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