The Campaign

This is a campaign to establish brand awareness, rejuvenate brand positioning for BNY Mellon, and extend reach wider beyond existing customer base, through marketing of the largest Andy Warhol exhibition ever in Asia, starting with Singapore, HK, Shanghai, Beijing and finally Tokyo. By working closely with key sponsors The Andy Warhol Museum, Doremus was tasked to create a singular brand identity for the BNY Mellon’s Andy Warhol: 15 Minutes Eternal tour, lasting over 2.5 years, via a fully integrated exhibition marketing campaign that included print, online, social media, OOH, television, guerilla, and event run on APAC regionally whilst resonating at local market level. For the Hong Kong stop in particular, we worked closely with the Hong Kong of Museum of Art as well as the advertising department of the Hong Kong government’s Leisure and Cultural Services Department to ensure seamless branding the tour was executed.

Success of the Campaign

The conservative bank suddenly projected a different light, and was now perceived to be more vibrant and dynamic. The tour received tremendous feedback and response from BNY Mellon’s top clients and senior executives. The Hong Kong Exhibition achieved a quarter million visits, well exceeding the museum own expectation and daily average traffic volume. The campaign won Buspak’s award as one of the Hong Kong’s favorite bus advertising creatives of 2012. Additionally, we also received global recognition by the Business Marketing Association in New York, where we won the runner up award for best integrated campaign under $250K. The campaign was a rewarding experience for all of us – client, customer and Agency. We’re all thrilled how an ordinary art sponsorship can be turned into an enriching experience for the BNY Mellon and art lovers across Asia.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

For the Hong Kong stop, Doremus began by first influencing the influencers by sponsoring the Asia Contemporary Art Show at the Grand Hyatt. We activated full brand exposure at the fair and transformed the VIP room into a Warholized experiential VIP lounge with custom décor and video installations. Impersonators of Andy Warhol, Jackie O and Marilyn Monroe were brought in. Close to the opening of the exhibition, a guerilla teaser marketing campaign was launched. A character named “Popping Andy”, a pop-art fanatic painted in head to toe pink was created. He interacted with the public leading up to the opening and curious passerbys were encouraged to visit his Facebook where the art lovers and enthusiasts interacted and learnt about Warhol’s contribution to the pop art. This character was so beloved that the Hong Kong Museum of Art hired him for their own arts education activities.