We believe that a story can’t do its magic unless it is made tangible, so we immediately presented this vision as a communication strategy with several creative outputs. We introduced a new mental frame of ‘Spotify for the contemporary art scene’ and a matching graphic style allowing for the organization to start up new campaigns, develop promotional materials, POS activations, B-to-B communication initiatives, etc. The new frame fulfils several functions at once. It simplifies the offer - a vast choice and a fixed monthly fee - that was often communicated in a complex way. On the other hand, it uses a language that is contemporary, that our target audience is familiar with, and that lowers the threshold perceived by people when considering contemporary art. Finally, it opens a rich world of possibilities to incorporate several of our target audiences’ drivers.
We have now successfully applied this new frame to a social media campaign aiming at conversions; a local campaign for the opening of a new point of sale in Leuven and a Christmas campaign to sell the ‘Kunstcheque’. Today we’re in the middle of developing a new online platform that further carries out this new vision and that will be the icing on the cake of this transformation.