A New Fair in the Middle of a Pandemic
“One can observe a general design and conception trend emerging with the OVRs (Online Viewing Rooms) launched in heavy masses since the start of the pandemic.”
What seems to be the craziest idea just manifested in Vienna: three of the leading galleries in town took the initiative and organized a fair in the middle of a pandemic. INTERCONTI.WIEN – organized by Sophie Tappeiner, Croy Nielsen and LAYR – takes place from 28.01–07.02.2021. Our agency was asked to support them with an integrated digital strategy so that the physical fair is integrated with a digital fair and is, therefore, Covid and cancellation safe.
One can observe a general design and conception trend emerging with the OVRs (Online Viewing Rooms) launched in heavy masses since the start of the pandemic. Two methods dominate for digital fairs: the “booth-style” approach where galleries receive their own page to present artworks or the “virtual reality” approach where 3D spaces are mimicked to generate the illusion of a gallery.
It was essential for us that we create an accessible system for the digital visitors while maintaining the unique style of the fair resulting from its surroundings and the unorthodox approach of using vitrines for the presentation of art.
This means the “virtual reality” approach was out of the question: it is not really accessible by less versatile users, and in our opinion, this kind of representation does not add to any experience on the web. Simply put: it is not the right format for browser-based usage.
We decided on a straightforward solution that is more versatile.
With extensive video production and integrating the created content parts into the website, we want to provide a narrated and immersive experience for the digital visitors. The landing page can be consumed like a “movie” where the viewer is lead through the entire fair with a narrative, or the user can navigate to a specific section to see more of a particular exhibitor.
In addition, simple landing pages for each gallery summarize their respective positions and offer the user a chance to inquire immediately about every artwork directly on the site.
To create the campaign structure, we used various campaign steps based on a classic marketing-funnel approach. With general RSVP ads, we try to generate maximum awareness among the target group by linking to a specific landing page where we animate the users to subscribe to opening notifications.
In the next step, the campaign promotes the fair’s opening day with a direct link to the landing page.
The funnel’s final stage focuses on actually getting people to talk to the gallerist. With ads targeted to possible relevant consumers we directly link to the booking portal where digital visitors can book appointments for virtual visits with the respective gallerists.
Physical fairs mostly focus on hyperlocal ads that attract the audience to the typical booths, but for INTERCONTI.WIEN we have to work with specific interest targeting and retargeting of the previous funnel steps.
This approach can be implemented not only for galleries and art fairs. Commercial clients can also conduct their sales talks – which they usually hold with potential customers at B2B and B2C events in person – online.
It is not only events that can be transformed into the digital world. Such an approach offers an entirely new opportunity for companies, especially for sales.
Increasing awareness of a company and its products/services makes it possible to act in a classic funnel, similar to the INTERCONT.WIEN project. The target group can already experience the product digitally within the awareness phase and then book an appointment for a virtual sales meeting in the last step of the funnel.