Summary of the work

“Jinshan Art 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? 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 meals in the box are actually practical exhibition-related goods. These meals are inspired by Taiwanese local ingredients. Triggering people’s curiosity and interest in the art festival through the meal box! We even offered the “Art Festival L(a)unch Box” 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. 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 and bringing “Jinshan Art Festival” 3 times more visitors (compared with last year).