IDEA/Challenge: How to communicate the most attractive prices of KLM when people are bored from tactical campaigns and they are ignoring price communication. Instead of an AD lets give people ART! Strategy/execution: Hungarys most talented young artists created several artworks inspired by our destinations, and we turned the whole city into an urban gallery. This is how a tactical campaign turned into a cultural event. Results: More than 500.000 people visited the exhibition during the campaign. More than 80.000 Euro free PR was produced And we almost doubled the sales requirements.
Advertising Agency: Leo Burnett, Budapest, Hungary Agency website: http://www.leoburnett.hu Creative Director: Vilmos Farkas Art Director: Peter Vagvolgyi Copywriter: Gergely Horvath Account dir: Krisztina Szabo Account executive: Dora Horvath Account assistant: Kata Filep PR manager: Emese Juhasz Print prod manager: Katalin Dengelegi Web developer: Roland Izso Published: September, 2009