Case Study:

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• Case Study
• Zywiec Museum of Humour

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Imagine a perfect museum project. What should it
be like this time from a point of view of an
ordinary consumer?

• The project should
• touch the emotions, e.g. funny for the Recipient,
• be easily accessible,
• stimulate the interest of the media,
• be creative and attractive, different than the
  others,
• be lively (interactive and dynamic),
• be well grounded in visual aspects and the ideas,
• be universal comprehensible and interesting for
  people of various circles,
• receive high evaluation by the recipients
  (target), opinion-makers (the media),
  professionals (industry).
• be efficient which is expressed in quality
  evaluations, numbers, statistics, etc.
• Based on the Advertising Age research.
  Ordinary consumer average respondent of the
  public opinion surveys.

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It is difficult to invent and organise such an
ideal project.But we have an example which is
close to perfection -)

• The Zywiec Museum of Humour the best museum
  project in the
• event marketing category in Poland and worldwide.
  
• That is the opinion of the jury the experts in
  the marketing. Zlota Strzala award in Poland,
  The Globe Award abroad. Also prize in the Zlote
  Spinacze PR competition.
• The Museum, which from the beginning to the end
  was different than other museums

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Zywiec Museum of Humour

• 300 m2 of roofed exposition space.
• 600 m2 of exposition space outside.
• Summer cinema, internet cafe, bar.
• Interactive installations bicycle,
  barometer, peep-show, periscope.
• Commando- special happening group.
• but

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Everything is mobile!

• Eight trucks can transport the Museum with the
  office wherever you want.
• In addition, the Museum is active in the full
  scope of the notion of humour
• The Museum organises press conferences.
• National Competitions of collecting exhibits.
• It has its own vortal in the Internet.
• Originates and co-organises festivals, reviews,
  etc.

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Most popular exhibition. Szuflandia the
city of the dwarfs from famous polish comedy
Kingsajz (1983). One of 23 points of vies
key wholes.
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What is the Museum?

• More than 5,500 exhibits from all possible fields
  related to humour (mainly from the recent 200
  years).
• The largest collection in Poland of such famous
  shows as old cabarets or comedies (Rejs, Mis,
  Seksmisja, etc.).
• Strange collections popart, kitsch,
  subcultures...
• The only mobile museum in this part of Europe.
• The exhibition with the most advanced concept in
  Poland (interactive exhibitions, reconstructions
  of real spaces, multimedia, separate creative
  sessions for each subject ).
• Find more at www.muzeumhumoru.onet.pl on the
  Visit the Museum, Exhibitions and other sites
  
• Probably the most popular and most
  media-attracting museum in Poland for many years
  (media coverage higher than that of the Zacheta
  Gallery!).

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One of many locations Gliwice. The Museum
visited also Gdansk and Kraków (twice in each
city), Wroclaw, Warsaw and Zakopane, and
organised smaller exhibitions in Katowice and
Chorzów. There is already a queue of eight cities

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Collections of the Museum

• Humour in the cartoons. Communism time versus the
  new wave of the 90s.
• Peep-show with all funniest Polish old
  advertisements.
• The best Polish comedies of all times Rejs, Mis,
  Hydrozagadka, Dziewczyny do Wziecia,
  Wniebowzieci, Sami Swoi, Vabank, Jak rozpetalem
  II W.S.
• The Best of Polish Press Agency photos of 1993
  2003.
• Gallery of satiric drawings, including works or
  Marek Raczkowski.
• The Humour of Lvov and the 20s in the Polish
  sense of humour.
• Seksmisja (the most famous comedy of the Polish
  80s).
• Mountain Humour Strange Panorama of the Tatra
  Mountains.
• Precinct of Stupid Militiamen (Militia services
  from the communist times were the main object of
  jokes and the manner for emotional revenge of the
  Poles).
• Puppets from MdM (strange objects, errors, etc.
  from the popular Polish television entertainment
  programme, MdM).
• Shops and their back offices (social reality from
  the time of Marshall Law compared with the
  mid-90s with a food shop as an example).
• Healthcare Clinic humour related to health.
• Kingsajz and Szuflandia the scenography of the
  famous comedy.
• Internet Gafe and many others

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in our museum outside stage events
inside press conference
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Tournee 2002 / 2003.
Gdansk x 2
Wroclaw
Warszawa
Gliwice
Kraków x 2
Zakopane
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Interactive installations e.g. famous in Pl.
training bike from the movie Sexmission.
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What does the Patron receive from the Museum?

• Mass, direct, interactive and emotional live
  contact with the well defined target.
• Extensive and maximum positive context the
  association Zywiec good humour at a high
  level.
• The project is independent, cost effective and
  comprehensive with respect to marketing (PR,
  tasting, consumption, promotion, event,
  sponsoring, etc.).
• Practical advantage the Museum almost does not
  involve the Groups human resources! We have good
  marketing team in museum.
• Huge, natural effect on the media.
• Perfect platform for the contact with the town
  authorities and the local community in Zywiec.
• Free-of-charge use of the potential of very
  expensive communication lines (e.g. the films of
  Juliusz Machulski Plus GSM, RMF FM and other
  companies pay large amounts for the right to use
  them).

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Best photos from history of Polish Press Agency
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Structure of the project
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The beginning

• Public project Museum of Strange Marketing.
• We find the SPONSOR biggest polish beer brand.
• Brief of the Zywiec company project pursuing
  the beer is fun mission.
• Response of ESKADRA Zywiec Museum of Humour.
• Public opinion survey in Poland analysis the
  idea of an exhibition whose mission includes
• 1. Saving, listing and archiving of the NATIONAL
  OUTPUT OF HUMOUR ON THE HIGH LEVEL and the
  thorough record of social phenomena relating to
  sense of humour over past years.
• 2. Efficient exhibition and promotion of these
  values, i.e. accessible, comprehensible,
  interesting, creative, surprising, etc.
• Effect comprehensive, REAL hit in terms of a
  museum project, media interest, attendance,
  emotions.
• Marketing value for the Patron the word Zywiec
  in Poland first of all is associated with beer.
  The use of the name (upon the consent of the city
  of Zywiec), establishment of the permanent office
  in the town, creating the Museum which refers to
  the brand and creating the system in which the
  Museum remains independent with respect to the
  content, and the Brand retains the ability to use
  the marketing aspect of the project in the
  capacity of the Patron all these activities
  produced a perpetuum mobile.
• In practice Zywiec covers less than 50 of the
  project costs in relation to its results and
  holds its OWN HIT, which successfully competes
  with major attractions of culture, entertainment,
  media or mass events.

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First two years of the Museum

• Learning of extremely complex logistics.
• Accustoming and familiarising of the Patron, the
  Town, the Media, etc.
• PASSION, PASSION, PASSION and maximum of
  CONSISTENCY!
• Effects unrivalled success in each filed.
• We created a being which effortlessly coped with
  all expected dangers and incorporated itself to
  the public conscience the Museum is widely
  known and its events are widely discussed
  (Latajacy Mis, Blondynka, etc.).
• The Museum has the ability to independently
  organise events, publications, happenings.
• The Museum actively joins other (non-museum)
  projects in the field of sense of humour.
• We gained the trust of mass media, of the
  greatest satiric authors, authors of the
  distinguished films and other pieces
  (cooperation, consent to use their output in the
  exhibition), finally support and enthusiasm of
  masses.
• We have kept the project in the planned shape,
  sticking to the planned target (well-educated,
  with higher income, of various age), high content
  quality with the attractive visual and creative
  aspects retained.
• An incredible additional advantage of the Museum
  INDEPENDENCY. The Museum involves ONLY the time
  of its ten-person staff.

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Success statistics valuable directs contacts
and interactions

• More than 190,000 visitors (ticket buyers) in the
  Museum (results after eight months) all in a
  300 m2.!!
• www sites 170,000 visitors within the first
  three months.
• Top numbers (persons/day) Gdansk - 3,900, Kraków
  - 3,690, Wroclaw - 2,600.
• Collect with us competition over 1,000 new
  exhibits.
• Pedestrians by the Museum over 1,300,000, in
  the situation of full Museum noticeability and
  branding (the Museum is always located in the
  very centres of big cities).

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Mass effects

• Several million people passed by the Museum / saw
  the Museum without visiting it.
• Many million contacts were recorded thanks to a
  mass, efficient and COST EFFECTIVE PR campaign.
• The total number of over 30 high quality TV
  productions.
• Hundreds of radio, press and internet materials,
  including covers of magazines and journals as
  well as special inserts in Gazeta Wyborcza daily,
  Polityka weekly, etc. (more than 400 issues in
  total).
• Barters and free-of-charge support POLSAT (TV),
  RMF FM (radio)
• Festival of Good Humour in Gdansk and other mass
  events.

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Media Patrons Board
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Natural, free-of-charge cooperation

• Cities free-of-charge location.
• Media group of partners unavailable for other
  BTL projects Gazeta Wyborcza daily, Polityka
  weekly, RMF FM (radio), POLSAT (TV), Onet
  (Internet portal). Involvement of each
  organisation is serious. For example, Onet
  financed the production of the www.muzeumhumoru.on
  et.pl vortal.
• Artists free-of-charge consents of Stanislaw
  Bareja, Juliusz Machulski, Marek Piwowski, Janusz
  Kondratiuk and others.
• People hundreds of new exhibits.
• Briefly for what others pay large money we pay
  nothing.
• Compare Tyskie Feasts cost much more, must be
  supported with the ATL campaign, everything is
  paid in cash, arouse no interest of media, and
  have lower number of visitors. There is no
  comparison in any aspect.

Highest grade granted by Polityka in the Poster
column comparing the countrywide events
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Practically each person declaring the knowledge
of the Museum knows that the Museum is related to
the Zywiec brand. Confirming it by a serious
research would be worthwhile.
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The Museum and opinions of experts

• Our Stars are very happy they wants more ?
• General opinion shared in the industry says that
  the Museum is the leading Polish BTL project (the
  opinion of the advertisement industry)
  advantages of such opinions include, for example,
  money ?
• The interest of the other side Officials,
  Offices, Museums, Cities, etc.
• Grades in the industry competitions the biggest
  successes in the history of the Zywiec brand
  Zlota Strzala, The Globe Award, final of Zlote
  Spinacze, etc.
• Opinions of media partners of the Museum
  express declarations of will for further
  cooperation and its development.

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Meaning of the media success

• Business is business. The Museum represents the
  net profit estimated value of press releases
  only in 2003 exceeded PLN 1,250,000.
• Value of the TV coverage in 2003 exceeded PLN
  780,000.
• Without counting comparable values from the
  previous year, radio coverage, and other
  marketing values generated by the Museum, it may
  be certainly stated that this is the best
  investment of the Patron with respect to creating
  a good brand publicity.
• Approximately 50 of all publications (other than
  the stock exchange reports, etc.) about the
  Zywiec brand are the materials on the Zywiec
  Museum of Humour. Other subjects covered by media
  are mostly negative or brief (stock exchange
  notes, affairs including athletes sponsoring, the
  Habsburgs suit, etc.). The Museum is the only
  product of this class in the brands portfolio
  with no equivalent. The quality of this kind of
  PR is higher than that of sponsoring music or
  sport stars.
• The Museum is doing very well without any
  financial support from the EU, self-government
  budget or the Ministry (only the resources of the
  Museum and the Patron).
• These estimates do not take into account the
  values generated in addition to the media (which
  are at least at the same level), do not include
  the fact that the positive material in the media
  is worth more than the analogous ATL
  advertisement, it is also difficult to count the
  interactions of the highest value, etc.

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Virtual Museum. Our vortal in the best place in
Polish net for free ? How? Benefits,
benefits. 170,000 users of the Museum internet
service within the first three months is a sign
that the project is worth developing. It is an
important, young and modern part of the
target. Onet is the strongest Polish internet
portal. It is a chance for generating an internet
superproject. Latest results Oct 5 Nov 16
78,000 users. Stable number of 10,000 persons
per week.
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Research projectsevery-year research Polish
Humour with IQSQuant Innstitute.8 small
projects a year.
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What next with the www siteand how?

• Development of elements attracting the internet
  surfers humour in the media, permanent
  competitions, perhaps investments e.g. purchase
  of the licence for cartoons and popular
  materials (Raczkowski, Garfield, etc.).
• Linking, transmissions, loyalty schemes and
  programmes extending the range (e.g. good
  greeting e-cards).

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What can be improved?

• More media projects (e.g. theme events the
  Museum organises the April Fools Day, the
  traditional Polish game of making jokes on
• April 1).
• Wider use of the invitations for the Museum
  (smaller exhibitions in cities, the tour
  throughout the year, a tour abroad, etc.).
• TRANSLATION of the Museum for the EU tourists.
• Museum Publications Polish Press Agency (an
  album), ZNAK publishing house (a book), Gazeta
  Wyborcza (CD).
• Better mobility of the Museum quick,
  inexpensive special happening group (a bus with a
  theme mini-exhibition).
• Integration of the humorous actions cooperation
  with all cabarets, festivals, etc.

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In the Museum, the new meets the old elegant
humour of the 20s and the popular modern cartoon
favoured by the precious target of 18 26.
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PR strategy

• Our target group 18 45, premium.
• Filters exhibits (subjects), media patrons
  (premium), gates (tickets, exercises for smart
  people).
• More more events with specific feeling.
• The STARS famous polish satiric artists, not
  too much popular -)
• THE MEDIA ANCHORS flying bear, happening, street
  activities, the blondie contest etc.
• Jolly press releases, funny press conferences,
  always 100 more good photos, scenes to make a
  TV relation, sounds for radios etc.

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Necessary changes

• New attractions for the media.
• New exhibitions inside (minimum 50 to be
  changed).
• We go international national humour exhibitions
  (British humour as the first).
• Tour in USA / Brasil (large Polish centres).
• Active actions (happenings) around the Museum.
• In the cinema real theme festivals.
• Serious stars in live shows in the Museum and on
  the stage programme for the whole holiday
  season. Ambitious the best Polish cabarets and
  the best Artists on special meetings.
• We import stars from abroad 2004 John Cleese
  and the Monthy Python group.
• The above means maintaining the existing budget
  projections and investing in the programme.

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Thank you