The Mission

In 2014 we were thrilled to be appointed as full-service agency for the British Museums key summer exhibition Vikings: Life and Legend.

Our objectives were two-fold:

...to position Vikings as a major must-see event in London’s cultural calendar; and to celebrate the opening of the British Museum’s new Sainsbury Wing where the exhibition was held.

The Campaign

We delivered a fully-integrated campaign across offline and online media, and as well as traditional advertising formats used channels previously unused by the British Museum. The campaign successfully reached out to audiences that might not otherwise have been engaged with the museum, maximising stand-out for the exhibition in the crowded media market place.

Phase 1: The Tease

The Tease

We developed a teaser campaign using 16 sheets and large format print adverts supported with online media presence to create high awareness.

The success of this was reflected by substantial spikes in website and search traffic around the exhibition at this time.

Phase 2: The Main Campaign

The Main Campaign

For the main media campaign we created artwork for outdoor, large format print and high impact digital, and encouraged the British Museum to make use of new channels, including bus T sides and Charing Cross Transvision, bold formats that helped to position the exhibition as a major London event.

Partnerships

To connect to a younger urban audience we identified links between the Scandinavian theme of the exhibition, and retail and leisure brands.

Skandium

Working with Skandium, a contemporary Scandinavian furniture design company, gave us reach to an audience that was design focussed, based in the city, with an interest in Scandinavia.

We took over the main window at their flagship Oxford Circus branch with a Vikings display and used their marketing channels to promote a Vikings weekend break to see the exhibition.

Vikings themed Skandium Shop window

Below Zero

The team also worked with Below Zero, the ice bar, to give away a trip to the Ice Hotel in Sweden. The ice bar in Below Zero is made from ice from the same Swedish rivers the Vikings once sailed down, giving a great narrative element to the partnership.

The competition ran through the Ice Bar’s media channels as well as point of sale at the bar itself, and generated thousands of entries.

Vikings themed Skandium Shop window

The Outcome

Vikings: Life And Legend was hugely successful, surpassing target visitor numbers by over 40%.

279,000 people visited the exhibition


Our media campaign delivered an extra 40% of value against British Museum rates through free of charge inventory, media negotiation, discounted rates, intention to spend and commercial partnerships.


London office

020 7836 4747