Why is this work relevant for Direct?

How to attract people while they rarely pay attention to events like this? “Art Festival L(a)unch Box” We made the promotional materials of the art festival into a meal box, and offered it via vending machines, making it an unprecedented way of promotion! It looks just the same as normal meal box, but each meal is actually made up of an art festival guide map and related goods!

Background

“Jinshan Light Festival” is an outdoor art festival held by Juming Museum in Taiwan. How to attract Taiwanese people while they rarely pay attention to events like this?

Describe the creative idea (30% of vote)

We made the promotional materials of the art festival into a meal box, and offered it via vending machines, making it an unprecedented way of promotion! “Art Festival L(a)unch Box” looks just the same as normal meal box but each meal is actually made up of an art festival guide map and related goods!

Describe the strategy (20% of vote)

Traditional promotional methods of art festival like interview videos, billboard posters can hardly attract the public’s attention. Therefore, we decided to get started with the topic that people care about every day, “lunch”. We made the promotional materials of the art festival into a meal box. The realistic appearance made people think it is a new-flavored meal box and successfully attracted their attention to purchase! We even offered it via the vending machine in the business building which people buy their lunches from every day, making the vending machine the best promotion booth for the art festival.

Describe the execution (20% of vote)

The 200 limited "Art Festival L(a)unch Boxes" were offered via the vending machine in the business building for 6 days. The realistic meals in the box are actually practical exhibition-related goods. These meals are inspired by Taiwanese local ingredients, including Duck Dish Guide Map, Sweet Potato Nylon Blanket (allows you to sit on the meadow and enjoy the artwork), Rice Towel (wipes your sweat off while visiting the outdoor exhibition), Cabbage Tote Bag (carries your belongings easily while visiting the festival), Stewed Eggs Soap (keeps your hands clean during COVID-19). Triggering people’s curiosity and interest in the art festival through the meal box!

List the results (30% of vote)

・ During the sale of the meal box, making people lining up for it and being sold-out early every day ・ With $0 media budget, earning more than $7,000,000 media value ・ Bringing “Jinshan Light Festival” 3 times more visitors (compared with last year)