'MOBILITY' AND 'IN MOTION' EXHIBITIONS

'From A to B' campaign garners multiple awards

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The advertising campaign for our two mobility exhibitions has received several prestigious advertising awards.

We are of course delighted to see the creativity and strategy of the campaign ‘From A to B’ acknowledged in this way; in fact, it’s the ideal opportunity to take a quick look at the Museum’s media work:

Mobility – more than an exhibition:

In November 2014 the Technisches Museum Wien (Vienna Technical Museum) opened not one, but two exhibitions on the mobility theme. The challenge for the advertising line was to promote both under a single overall concept – at the costs of an exhibition.

Making a classic campaign an interactive experience:

Nowadays, we take virtually unconstrained mobility as a matter of course and we barely give a moment’s thought to how much and how far we travel each day. So for the new mobility exhibitions we came up with a title that expressed the countless journeys we make every day and also made it the theme of the campaign.

Thousands of starting points and end points in Vienna were mapped out and connected with one another. People became an active part of the campaign, whether they were travelling by bicycle, car or public transport. Each journey they made was recorded as part of the campaign, making it an interactive experience.

From the front page of the morning paper to rolling boards, city lights and stickers in public spaces to various online advertising media, the campaign accompanied the viewer from A to B. A competition on Facebook enticed users through a maze from A to B and mobilised them to interact. At Vienna Airport, suitcases were conveyed from A to B, and very soon you will also be able to travel literally from A to B by S-Bahn and be welcomed by these white letters at Vienna’s railway stations.

The campaign made a convincing case for itself in front of the Creative Club Austria jury and garnered no fewer than four of the coveted Venus statuettes (March 2015):

  • Gold: Category Out of Home/Classic
  • Silver: Category Out of Home/Non-Classic
  • Silver: Promotion & Sales Promotion
  • Silver for the campaign as a whole

‘From A to B’ overall winner 2014 at the Gewista Out of Home Award (May 2015):

  • Gold: most creative rolling board
  • Gold: most creative city light
  • Gold: overall rating for the rolling board ‘From A to B’

Media Award: Award for strategic implementation (May 2015):

  • Silver: excellent media strategy
We and our creative agency Wien Nord and Mediaagentur MediaCom are of course delighted with these results.

Credits: Head of Marketing/Advertising: Hermann Tragner, Karoline Wolfram; Agency: Wien Nord | Idea/Concept/Consulting/Implementation: Wien Nord | Media Agency: Mediacom

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