Award winner
Pr stunt
Public event

The 10 millionth visitor




Come up with a way to generate worldwide attention for the 10 millionth visitor to the Rijksmuseum. Celebrate this milestone with staff and visitors, increase visibility, and generate a warm feeling for this museum that continues to surprise.

Will you keep watch tonight? XSAGA came up with a one-person experience that millions of people could talk about.

Stefan Caspers, an yet unknown but soon to be famous teacher, enters the museum together with his students, completely unaware of what awaits him. On his entrance he hears the grand announcement: he could call himself the 10 millionth visitor to the Rijksmuseum. What’s more, he could spend a night alone with Rembrandt’s The Night Watch.

10 miljoenste bezoeker Rijksmuseum
10 miljoenste bezoeker Rijksmuseum

The entire personal adventure was captured on video, which was then viewed by 31 million people over the next three days. This case won every communications award imaginable, upholding Rijksmuseum’s claim about what every visitor could expect, to ‘Be Surprised!’

“The result: 41 articles in the Dutch national press, an appearance on RTL Late Night, 36 articles in the international media, including the New York Times, HuffPost, The Observer and Le Parisien”

- Marketingfacts