Online Advertising & Brand Awareness & Social Media campaign for AUGARTEN Vienna.
‘Augarten Brennt’ was a contest for street artists supported by the Porzellanmanufaktur Augarten (Augarten porcelain manufactory). Dating back to a privilege given by the emperor to Claudius Innocentius du Paquier in 1718, the Augarten porcelain manufactory is Europes second oldest producer of hard-paste porcelain. For the project ‘Augarten Brennt’ Street Artists could participate via Facebook and Twitter through a group called ‘Paint the City’. Messages were posted by a mysterious activist called ‘Net Ragua’ (backwards=Augarten) announcing that he would spray a historical monument as a protest. A protest for more space to express urban arts. Soon afterwards a video was posted on Youtube showing a group breaking into the Augarten porcelain manufactory spraying all its interior. This video was banned several times from Youtube and generated some buzz.
A couple of days later another video showing various graffiti pieces from Austrian artists ended with a link to the www.augartenbrennt.at website, where all the information for an artist contest was presented. By public voting people could participate and choose their favorite piece. The top 3 rated works will be manufactured by the Augarten porcelain manufactory. At the end of the project the top 3 pieces will be auctioned at the Dorotheum Vienna.
Big up to Augarten porcelain manufactory for making such a project possible! Thanks to Ms. Claudia Uth, Ms. Barbara Goess and the whole Augarten porcelain manufactory crew
Thanks to all the artists for being part of ‘Augarten Brennt’.
Credits: Agency: 4E7, Predl&Pretz, Production: Hutan Vahdani, BBR & Stefan Moerth CrunchTime
Artist Management: Hutan Vahdani, BBR
Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: NEUE WIENER PORZELLANMANUFAKTUR AUGARTEN
Agency: AGENCY 4e7
Date of First Appearance: Dec 15 2009 12:00AM
Film / Audio: Stefan Moerth CrunchTime
Film/Production/Artist Management: Butterflies&Bunnyrabbits Hutan Vahdani
Media placement: Viral Spot – 2 Spots – Youtube / Vimeo – 15.01.2010
Describe the brief/objective of the direct campaign.
Augarten Manufaktur is the second oldest china manufactory in Europe, a well-established 300-year-old traditional product. A sleeping beauty waiting for a long time for her wakeup call! AUGARTEN decided to support street artists in Austria by giving them a chance to express their art on something special: AUGARTEN porcelain. Interested artists were able to participate via an open contest platform on the web.
Explain why the creative execution was relevant to the product or service.
A Youtube video showing Netragua and some friends breaking into the Augarten Store spraying the interiors was banned three times and aroused a huge uproar in the Blogosphere and on Twitter. Later on, a HipHop video was posted showing NetRagua rap in front of some of austrias best Graffitis, unraveling the mystery by presenting the official web-address of the contest: www.augartenbrennt.at . At that point the seeding campaign started. After three weeks and an intensive online voting the TOP10 artworks were chosen for the finals. The jury finally chose three artists to immortalize their designs on AUGARTEN china.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To spread the idea of the contest, we used the Blogosphere and Social Media, mainly Facebook and Twitter. A Group called ‘Paint the City’ started posting interesting Street Art/Graffiti news and stories on Facebook. After a little while a user called NET RAGUA (Augarten spelled backwards) joined the group, announcing that he would spray a historical building in Vienna as a protest action, in order to make people aware of the street artists’ struggle for survival. Already in the first statements the controversy was set.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Facebook group ‘Paint The City’ generated more than 1.500 fans during the first two weeks alone. Youtube (without bans): 7.000+ views Vimeo: 2.000+ views. Without a classic PR effort, the story was covered by Austrian mainstream media: Kurier (newspaper) Die Presse (newspapers) ATV(TV) ORF news (TV) SUPERFLY (radio) FAQ, Horizont, Bestseller (magazines) and many more. More than 100 artworks were produced and 50 artists participated. The action was widely well received by both, the street art scene as well as by the mainstream art establishment.