The Moco Museum in Amsterdam features many great art works and is therefore often way too busy. There are times, however, when the Moco Museum is not as crowded as it wishes to be. In these slots Moco Museum would like to invite potential visitors by offering them a better deal. Moco museum uses live visitor data to start and end campaigns. To reach potential visitors the museum triggered campaigns and the relevant deals in the creative dynamically on DOOH. Reaching people near to them with a great deal to come and visit the museum.
Dynamic trigger, dynamic creative
Moco museum uses its own ticket register data to real time trigger the campaign. This works in real time and therefore provides accurate live data on how busy it is in the museum.
S+A has developed a custom trigger API that can be connected to any datasource. This way offering the possibility of dynamically triggering on any given situation.
With the dynamic data available Moco museum was able to use that data to dynamically adjust the offer they made to the public. This way also finding the right balance between price and demand. Managing crowds in the museum.
Crowd control and dynamic messaging post – Covid
The campaign was setup pre Corona crisis and lockdown and, obviously, has been paused during the lockdown. When museums were re-opened the relevancy for this application of using data to manage crowds in certain spots has increased.
Several governments and other public organisations have been inspired with using real time data to stimulate certain behaviour. With social distancing being the norm, understanding and activating crowd data by using adverting in OOH and mobile is extremely instrumental.