2012 Winners & Shortlists

SILKSCREEN EXHIBITION INVITATION

BrandLAM ART GALLERY
Product/ServiceSILKSCREEN EXHIBITION
EntrantFP7/RUH Riyadh, SAUDI ARABIA
CategoryMerchandising/In-store Marketing & Point of Purchase Displays
Entrant Company:FP7/RUH Riyadh, SAUDI ARABIA
Sales Promotion/Advertising Agency:FP7/RUH Riyadh, SAUDI ARABIA

The Brief

Lam Art Gallery is a unique art space in Riyadh showcasing a wide range of Middle Eastern Art Works. They wanted to invite art lovers and art students to the silkscreen exhibition with offering discount and special course about this type of art in order to generate more sales and drive traffic to the gallery.

Describe how the promotion developed from concept to implementation

We wanted to attract art students & lovers by an untraditional type of poster to attend the Silk Screen Exhibition and the course as well, where they can learn more about this technique. So the big Idea was turning the demonstration into experimentation We have created a booth where people can print their own invitation cards to attend the silk screen exhibition and get the benefit of the free course and the special discount on the paintings. We installed it in Universities... So by doing that, we’ve introduced the idea of Silk Screen and we’ve informed people about the exhibition.

Describe the success of the promotion with both client and consumer including some quantifiable results

The exhibition at lam art gallery was successful, and the number of the attendants was above the expected. Sales has increased by 65% by selling 213 silk screen painting, as well Art students were able to display their own painting and get 323 of it sold also 178 of the students attended the silk screen course.

Explain why the method of promotion was most relevant to the product or service

The students’ lack of knowledge of this technique might not grab their attention and might prevent them from attending the exhibition. But by knowing those art students, who are young, passionate and curious to explore several fields we were assured that if we would let them experience the technique, they’d love it and go to the exhibition. And Silk Screen is better explained when experimented.

Credits

Name Company Role
Ahmad Beck FP7/RUH Ecd
Ahmad Beck FP7/RUH Art Director
Ghassan Nehmeh FP7/RUH Copywriter
Mohammad Baalbaki FP7/RUH Art Director
Ahmad Beck FP7/RUH Typography
Ramero Firmeza FP7/RUH Art Director