The Moco Museum in Amsterdam features many great art works and is therefore oftein Amsterdam features many great contemporary art works, including a world class Banksy exhibition. Situated in the museum and cultural quarter, it is often at capacity. However, the Moco Museum was often under capacity and so had potential to increase visitor numbers and revenue, by incentivising new visitors with discounted tickets . Moco museum used live visitor data to trigger campaigns at the times when footfall was low, targeting a specific proximity to the museum, with a dynamic creative feed of the ticket price offer.
Dynamic data trigger
Moco museum used its own ticket sales data to drive the decisioning for the campaign, working in real time from the museum footfall.
S+A developed a custom API connecting to their data source, thereby offering the possibility to simultaneously trigger the campaign to go live when footfall was low, but also dynamically populate the creative with the ticket offer. Finding the right balance between price and demand, and managing crowds in the museum.
Crowd control and dynamic messaging post – Covid
The campaign was designed and executed pre lockdown but as museums and public event spaces re-opened the relevancy for this application of using data to manage footfall and crowds in certain spaces has only increased.
Several governments and other public organisations have been inspired by using real time data to stimulate similar results. With social distancing being the norm, understanding and activating crowd data by using advertising in OOH and mobile is extremely instrumental.
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