Museo Universitario Arte Contemporáneo Advertising Campaign
The Museo Universitario Arte Contemporáneo, also known as MUAC, is a large contemporary art museum located within the main campus of the National Autonomous University of Mexico.
For this campaign, the MUAC would promote a new exhibition at the museum under the name #EntraEnLaImagen or #EnterTheImage.
The primary objective is to persuade the audience to attend the MUAC, specifically the #EntraEnLaImagen exhibition, as well as encouraging them to make use of the resources MUAC provides to them such as the workshops and seminars to further educate them on artistic expression.
Print Ads & Out of Home
Full Page Ad
Translation:
Full Page:
Headline: #StepIntoTheImage
Subheadline: Feel the passion of ‘68
Body Copy: Visit the Gráfica del 68 Exibition at the University Museum Contemporary Art in Mexico City. Be transported to the beginnings of activism in Mexico. Immerse yourself in the art. Tickets on sale for limited time only.
Social: Share your movement with us @muac_unam
Half Page:
Headline: #StepIntoTheImage
Subheadline: Live the passion of ‘68
Body Copy: Immerse yourself in the movement. Gráfica del 68 Exibition. Tickets on sale at muac.unam.mx for limited time only.
1/3 Page:
Headline: #StepIntoTheImage
Subheadline: Admire the passion of ‘68
Body Copy: muac.unam.mx
Half Page Ad
Full Page Aad
1/3 Page Ad
Out of Home Mural Ad
Radio Spot
Title: #EnterTheImage/#EntraEnLaImagen
Length: 0:17
Brief: Following the lead of the television spot, the radio spot will be a vehicle to introduce listeners to the new exhibition and utilize the effects of sound to transport the listener back to 1968 Mexico. The spot will begin with intense sounds of protesting and drums and the voice over talent will begin, “Somos el cambio! (We are the change)”. The spot will go on to describe the exhibition, how the listener will be able to learn about the Mexican history of this time and ends with a CTA to get their tickets today.
Script Translation:
:00-02 Intro SFX: Upbeat Latin begins playing
:02 Female Announcer VO (24 yr old yound adult): “We are the change!” (excited tone)
:03-10 Female Announcer VO (friendly tone): “Step into the Mexican history and learn about the social move-ments at the Museum University of Contemporary Art.
:10-:12 SFX: Upbeat music increases in volume and then re-cedes to background again
:13 Female Announcer VO (friendly tone): Click to get your tickets today.
:15-:17 Outro: Upbeat music slowly fades out
Television Storyboard
Social Media Ads
Email Marketing
Digital Banner Ads
728x90
300x250
Guerilla Marketing
As the guerrilla marketing tactic, the museum will be installing murals throughout the city where high foot traffic occurs. The initial installation will have sticky post-its that make up an iconic images that pertain to the exhibition that the museum is encouraging them to go see.
The sign on the left of the mural will instruct the audience to take a single sticky note and encourage them to bring it to the museum to claim the prize (UPI) using the code on the back. As more and more people take the post-its off, the message “Freedom of Expression!” will be revealed as well as the information of the exhibition. Ideally, the murals will be placed in popular places throughout the city a few days before the exhibition goes live. Time-lapse recording will occur to later upload on social media accounts.
Front of post-it
Back of post-it
Mural Before
Mural After
Unique Promotional Item
As an extension of our guerrilla marketing, the UPI for this campaign will be given to those that present the post its from the GMT murals to the gift shop at the museum. This strategy will incite the audience to go to the exhibition and increase attendance for the exhibition.
The UPI will be a custom flipbook with engaging images from the exhibition that museum attendees will be able to keep as a souvenir.
For a more in depth view of this campaign, click the button to view presentation.