26 May 2016
The Van Gogh Museum’s '125 questions in 125 days' campaign has won a SAN Accent Award in the ‘Leisure’ category. These prizes are the only communication industry awards in the Netherlands of, by and for advertisers.
During the countdown to the opening of the new entrance building in September 2015, experts from the Van Gogh Museum answered a question from the public about Vincent van Gogh’s life and work every day for 125 days. The campaign opted for a multimedia approach, with the emphasis on digital media. Axel Rüger (Director of the Van Gogh Museum): ‘There is an overwhelming appetite for knowledge about Van Gogh’s life and work on the part of both the Dutch and the international public. This was clear during Van Gogh Year 2015 from our 1.9 million visitors, for instance, and the huge number of suggestions for 125 questions in 125 days. The campaign was a great way for the Van Gogh Museum to share knowledge and inspiration with a worldwide audience.’
The museum launched its 125 questions in 125 days campaign as part of Van Gogh Year 2015. The public were challenged to come up with the most original and interesting questions about Vincent van Gogh’s life and work, every day for 125 days. The campaign kicked off with an inspirational film to stimulate public interest, made in collaboration with the 3D artist Maciek Janicki and the creative agency Petrik Sweezie.
Around 3,000 questions were submitted online during the campaign. A team of experts then selected and answered the most striking one each day. The first answer was posted on Sunday 3 May 2015, followed by daily responses to the most inspiring question for a total of 125 days. In this way, the public joined in the countdown to the opening of the new entrance building on the Museumsquare in September 2015. A labyrinth of 125,000 sunflowers really brought the campaign – with the various questions and an app with all the answers – to life.
The 125 questions in 125 days campaign focused on digital media to generate an accessible dialogue: social media, strongly targeted, conversion-driven display advertising, and a high-visibility online video pre-rolling flight. In this way, the Van Gogh Museum created a multimedia campaign, allied with an outdoor and print effort, with 125 days of content.
Insight into the museum’s public
Rüger: ‘The 125 questions in 125 days campaign was a great way for the museum to gain an insight into our public’s immense need for information and into new generations of art lovers. That’s vital, because the constant communication of knowledge and inspiration to a worldwide audience of millions is one of our most important tasks. We will use the insight we gained into our public, thanks to the many questions that were submitted, as an important source when it comes to organising exhibitions and programming events like Vincent on Friday. It’s wonderful to see how Van Gogh continues to inspire people 125 years after his death.’
The Dutch Advertisers Jury Foundation (SAN) was founded in 1988 to marshal advertisers’ knowledge and experience with a view to making a structural contribution to marketing communications. Advertisers and agencies are invited to submit their best campaigns, which are then assessed by a jury of over 220 marcom professionals. SAN Accent is the only communication industry prize in the Netherlands of, for and by advertisers. The awards are presented annually.
125 questions in 125 days
Agency: Petrik Sweezie/Capitola/Xsaga in collaboration with MediaXplain (media strategy) and Xsaga (opening event for the Van Gogh Museum’s new entrance building).
Discover the 125 questions and answers.