Art Wants to Make Friends
Український культурний фонд
2020
How to make youngsters interested in Ukrainian art?
The Government of Ukraine invests millions of euros in culture yearly. To develop the art market, Ukrainian Cultural Foundation started in 2019 a campaign aiming to enlarge the audience. It targeted youngsters who consume mainly media arts and hardly notice anything out of their social network accounts. How to get them out of smartphones into art? Tough call. Unless art makes the first step to meet, using social platforms and messengers and building relations with youth in a way they do.
The campaign started as light ‘flirting’ in social media, supported with TV and outdoor ads. Engaged in #artdating content and activities new passionates were tempted to connect to Art Tinder — AI-driven chatbot, transforming art adorers into artdating addicts. Art became not just cool but hooked up with young Ukrainians on their territory — social media.
Results:
87% of Ukrainian youngsters reached, 100K became fans of campaign resources in social media, 25K become Art Tinder chatbot daily art consumers, 72% of those who got in contact with campaign reported growing interest in art.
Credits & Outcome
CEO:
Yaroslav Vedmid
Account Manager:
Hanna Savchuk
Creative Producer:
Olga Mykhalets
Art Director:
Iryna Pavlova
Creative Copywriter:
Lyubov Petrenko
DOP:
Den Seleznov
Sound Designer:
Igor Bondarenko
Content Manager:
Yanina Shabanova
Junior Strategist:
Vladislava Belau
Head of Web development:
Maks Shtompil
