Museum of London - Taking the gallery onto the streets
The Museum of London were opening new gallery space (Galleries of Modern London), they had already briefed an agency to create a campaign for them and they had left over budget to play with. Our brief; “is there anything we can do which would help let people know what’s happening in the new galleries?”.
Our solution was Streetmuseum, a free augmented reality iPhone app, which allowed the viewer to browse the museum’s historical pictures of London, seeing them overlaid in their relevant locations across the city; a technology first. Budget was tight, so it meant a tiny team, me account managing, producing and geotagging the image locations, anything to keep costs low.
Our solution was Streetmuseum, a free augmented reality iPhone app, which allowed the viewer to browse the museum’s historical pictures of London, seeing them overlaid in their relevant locations across the city; a technology first. Budget was tight, so it meant a tiny team, me account managing, producing and geotagging the image locations, anything to keep costs low.
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Knowing the app would be futile unless the public knew it was out there, I rang round every publication I could think of. Before we knew it, the Metro had picked up on it and overnight downloads started soaring. It reached number 2 in its category on the app store and had over 160k downloads, far exceeding the original target of 5k. It was the museum’s biggest news story that year and helped triple footfall at the gallery.
Following on from the success, I secured budget for a 2nd year activity to help promote the new Roman London Gallery. But this time round it was the full campaign budget.
Agency: Brothers & Sisters