Hijack the visit

Y&R lures customers to the Moscow Erotic Art Museum

Moscow’s Erotic Art Museum, Tochka G (G Spot), was suffering from limp visitor figures. Y&R decided to attract more conventional museum visitors to the venue via a channel they were familiar with. Visitors to the rather staid Pushkin Museum were offered free audio guides – with a difference. The boring audio description of one of the paintings was transformed into a fun, sexy and erotic tale featuring “a nympho and a virgin”. This aroused curiosity among the visitors and seduced them into visiting a real “sexhibition” at Tochka G. Their reactions were also filmed on a hidden camera and posted on Facebook, luring even more people to the museum.
TitleThe Audioguide Project
Agency
Campaign The Audioguide Project
Advertiser Tochka G
Brand The Moscow Museum of Erotic Art

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Business SectorSubscribers Only
Media Type Case Study
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