Communicating a historical topic in a modern and innovative way.
Challenge
100 years of radio in Austria: The aim of the new campaign was to promote the anniversary exhibition at the Vienna Technical Museum. The concept had to communicate a historical theme while also reflecting the museum's innovative self-image. And, of course, it had to attract the curious target group to the exhibition.
Seeing radio.
Solution
So how can you present the topic of radio without actually hearing it? By not describing what it is, but making the audible visible:
The advertising materials show nothing but the sound of the exhibition title, the date and even the sender – in the form of sound waves.
Using AR, QR and animation, we broke down the content on display and generated traffic to technischesmuseum.at, as well as a new visitor record.
‘The innovative approach of breaking down the medium of radio through visual representation immediately won us over.
Not only does it pique people's curiosity, it also transports the essence of the medium – the audible – into the visual world of an exhibition.’
Technisches Museum
‘Making radio visible was a great task, in which we followed one of our principles: uncompromising reduction to a minimum in order to achieve maximum effect. That's why not only the exhibition title, but even the sender's logo is depicted as a sound wave. Such bold campaigns naturally require an equally bold client, whom we once again found in the Technical Museum.’
Wien Nord Serviceplan
Key Takeaways
#1
You don't have to explain anything to stand out.
#2
Uncompromising reduction creates maximum clarity.
#3
Be brave and try a teaser campaign!
