Rijksmuseum
Design a way to generate global attention around the 10 millionth visitor of the Rijksmuseum. Celebrate the success with both staff and visitors, increase visibility, and create sympathy for the museum that continues to surprise.
“Are you keeping watch tonight?” XSAGA created an experience designed for one person—yet made to be talked about by millions.
Without knowing what awaited him, teacher Stefan Kasper entered the Rijksmuseum with his students, when he was unexpectedly and ceremonially announced as the 10 millionth visitor of the Rijksmuseum.As a special gift, he was granted the unique opportunity to spend a night alone in front of The Night Watch.
This personal experience was captured on video and viewed by 31 million people within three days. The case went on to win virtually every major communications award, reinforcing the Rijksmuseum’s promise that it continues to surprise audiences at all times.
- Marketingfacts
