Art Institute Of Chicago: Red Cube Project - 500 Ways

The Art Institute of Chicago in the U.S. had become a static, invisible icon among Chicagoans.

Art Institute Of Chicago: Red Cube Project - 500 Ways

Energy BBDO

SUMMARY

The Art Institute of Chicago had become a static, invisible icon among Chicagoans. While the museum achieved international acclaim upon the opening of the Modern Wing in May 2009, the rate of attendance growth was dropping versus year ago. The challenge was to generate interest beyond just tourists and out-of-town visitors and drive local attendance for the museum’s ongoing “500 Ways of Looking at Modern” series of programs and exhibitions.

Consumer research among the target group of “cultural lights” unveiled insightful learning. These consumers had an emotional...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands