A large scale digital campaign to drive footfall to the Play Well exhibition
To raise awareness and to increase footfall of the Play Well exhibition through online digital marketing.
impressions over the campaign period
Advert clicks across all devices
extremely low avg. CPC
CTR after advanced targeting tactics
Introduction
Nestled in the heart of central London, Wellcome Collection is a unique, free museum and library that bridges the worlds of science, medicine, arts, and everyday life.
Goal
Play is a vital aspect of human life, enriching childhood, youth, and adulthood alike. However, its significance often goes unrecognised. While many enjoy games, few truly understand their profound impact. This project aims to shed light on the importance of play and its transformative effects on our lives, inviting more visitors to explore the exhibition.
Strategy
“Play Well” acknowledges the crucial role of games in shaping character and societal values. To delve into this relationship, the exhibition features an array of conventional toys, paintings, games, and various art forms. A standout highlight is Adam James’s interactive roleplay, complemented by digital games, captivating artwork, and innovative toys.
Recognising the digital age’s influence, “Play Well” crafted a mesmerising advertisement to captivate both adults and children. This imaginative content transports viewers into the exhibition, showcasing the essence of creativity through the lens of play and engagement with simple shapes, sports, and games.
Creative
The campaign spotlighted the power of play through vibrant stop-motion animations, designed to capture and hold the audience’s attention. These animations, created using layer delays and contrasting colors, illustrate the dynamic action and emotion inherent in play. For us, overcoming the challenges of stop-motion animation was a creative triumph.
Execution
The engaging ads were shared across Instagram, Facebook, and displayed on Google and Bing, yielding promising results. Unfortunately, the exhibition was paused due to the COVID-19 pandemic.
By highlighting the intrinsic value of play, Wellcome Collection’s “Play Well” exhibition aims to inspire and attract a diverse audience, fostering a deeper appreciation for the playful elements that enrich our lives.
