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Clio Awards 2013 Winner Gold Museum of Communism : Secret Agents

Advertiser: MUSEUM OF COMMUNISM Product/Service: MUSEUM GIFT SHOP Agency: Y&R PRAGUE Describe the objective of the promotion. The Museum of Communism wanted to increase the number of visitors during low tourist season. Describe how the promotion developed from concept to implementation. Tourists were the target audience and they are bombarded with different messages to visit places, through flyers, sales reps, posters, concierges and so on. The Museum needed something unique that would carry also part of the museum experience and content to attract more people. We created a team of secret agents to follow tourists, same way as people used to be followed during the regime. After making himself noticeable the agent would deliver the message. Explain why the method of promotion was most relevant to the product or service. The execution itself brought to life part of the museum experience, recreating part of the regime for tourists to attract them to see the museum. Describe the success of the promotion with both client and consumer including some quantifiable results. The Museum which used to suffer during the low season because of the low number of visitors saw an increase during the campaign that brought even more people than during high season in summer. The Case study titled Secret Agent was done by Y&R Prague advertising agency for product: Museum of Communism (brand: Museum Of Communism) in Czech Republic. It was released in the May 2012.
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