Results and Effectiveness

Since the campaign’s launch, mass influences have been generated. Related posts and reproductions reach 37,800 over the Internet. Our outdoor ads were invited for an exhibition in Zendai Art Museum. The campaign also attracted several TV special reports. Zendai’s visitor numbers rose by 68%, online traffic and website visits shot up by 126% and overall sales increased by 57%.

Creative Execution

We installed actual everyday items on 3m x 2.5m canvas boards, re-illustrating some of the greatest art pieces, such as Roy Lichetenstein's 'Girl With Hair Ribbon', Jackson Pollock's 'Number 14 Gray', Egon Schiele's 'Self-Portrait', El Lissitzky’s ‘Victory over the Sun’ and Joan Miro’s ‘Head of a Catalan Peasant’, and exhibited them on the streets where everyday folks can appreciate them. We also put QR codes on each label beside the canvas so people can scan them using their smartphones and went directly to Zendai’s website where they can browse all the in-stock original art pieces and buy their ideal ones.

Insights, Strategy and the Idea

Most Chinese people don’t buy original art pieces because of the perception that art is expensive and exclusive. Shanghai Zendai Art Supermarket is the biggest affordable-art marketplace in China. 90% of its original art pieces are affordably priced from $2 to $300. Zendai's mission is to make people actually believe that original art can also be accessible. So we came up with the idea of making cheap everyday items into art pieces, telling them that in Zendai Art Supermarket art pieces are just at the price of everyday items.