ARTIS-Micropia is the only museum in the world where the invisible world of micro-organisms is made visible. Along with Dawn, HAGENS developed the Microlympics.
We were responsible for the development of the PR and media buying strategy.
HAGENS approached each target medium with a specific angle for the Microlympics. We approached each target medium with a specific angle for the Microlympics. For the (popular) science media we emphasized information about the microbes, and for news media we focused on the topicality of the Olympic Games. Using this approach allowed the Microlympics to become of interest to a wide selection of media.
In addition to generating free publicity, HAGENS was responsible for the media buying process, during which we set up and guided editorial collaborations with Metro and LINDAnieuws.
· Unique reach of 2.5 million people
· Free publicity ROI factor > 16
Campaign film: Dawn