CB Exclusive – Naked Communications’ ‘Steal Banksy’ case study: Stay the night. Steal the art.
CB Exclusive – The Art Series Hotels located in Melbourne house an array of sought-after artworks from around the world. They needed to ensure occupancy rates were up over a quiet summer period between their three hotels.
Naked Communications’ solution was to hang a Banksy and ask people to ‘Stay the night to steal the art’. The campaign gave guests the chance to tap into their darkest of human motivations without fear of prosecution. If they could steal the Banksy without being caught, it was theirs to keep.
Up for grabs was ‘No Ball Games’ which was once stolen off the streets of London using an angle grinder.
The artwork was exhibited and moved around between the three hotels with clues to its whereabouts shared via social media.
The campaign attracted media attention from around the world including coverage from The New York Observer, LA Times, Daily Telegraph UK, The Huffington Post and CNN.
20 Comments
Bansky, so 1999.
Case study = the new scam ad
Anyone that bothered watching the case study, please post the metrics.
Liked this as soon as it was launched. Well done.
why do they have to use an English VO on an Australian case study video?
You really honestly believe that a 50% rise in room bookings was due to this? Please.
Wish I stole it. Brilliant.
Too funny – I want to see the legals for a comp like this. Legal dept would have had an epy!
mmm, of all this twitter impressions how many were marketing people just re-tweeting?
I saw zero discussion from normal punters, and considering a PR/Marketing person got it around a week later how can they call this successful?
mmm, of all this twitter impressions how many were marketing people just re-tweeting?
I saw zero discussion from normal punters, and considering a PR/Marketing person got it around a week later how can they call this successful?
Love it
Nice one guys. This will go down a treat on the circuit!
http://www.observer.com/2012/01/serena-williams-attempts-to-steal-banksy-art-from-melbourne-hotel/
Tennis pro Serena Williams is doing her best to swipe a Banksy piece from the Art Series Hotel. Of course, a really good art thief would not tweet about it to her 2,397,583 followers
Fucking Gold!
Simple engaging clever.
SSSSCCCCAAAAAAMMMMMMMMMMM-A-RINO
Scam ? The CEO of the Hotels is in the casestudy saying it’s the best ad campaign they have ever done.
Guys how on earth can this be a scam??? I enjoy the fact people think it could be. Gold. Client paid for it. Deleivered results. CEO loved it. Does it feel like advertising – no? Is it a TVC or print ad? No. Effective and cool? Very.
Nice one Jono.
who was the team.
credits are on best ads.