Challenge:
Tim asked us to involve actively their younger public in experiential activities capable of instilling in the users a sense of belonging to the Tim Tribù (Tribe), expressing brand values as the freedom to express themselves and creativity with the objective of creating brand relations and affinities.
Strategy:
Street Museum is a cultural promotion activity of the Street Academy; the creative factory of Tim Tribù devoted to research and the promotion of street culture, designed and looked after by we Ninjas to reposition the Tim Tribù brand online.
Street Museum is the first "user generated" museum, the largest museum of Street Art ever created and supervised directly by its users.
The project was launched with a heroic "guerrilla marketing" action that framed, in the streets of Milan and Rome, works by the best Italian and international street artists, amongst whom was Shepard Fairey, the creator of the famous portrait of Obama.
Results:
In one month alone there were more than 1500 enrolments, over 100,000 unique visitors and collecting together more than 600 artworks from 89 Italian cities. Over 1000 online chats were surveyed in the aftermath of the campaign with a rate of positivity of 72.8% (18 points above the average for the sector).
Download the Street Museum digital book
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Street Museum Website
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Street Museum Website
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Street Museum Website
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Annuncio Stampa
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Guerrilla
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Guerrilla Cornici
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Digital Book
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Workshop
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