Familiemaand
For the Rijksmuseum Familiemaand, KPN took the whole family into the museum, through the eyes of a cat.
The Familiemaand focuses on the museum’s highlights: the Night Watch, the Milkmaid and more. These works are not the most exciting for kids.
We played into children’s imagination by making it feel like they are already in the museum. With a point of view from Louis, KPN’s brand icon, running through the museum looking for his kittens.
KPN is a sponsor of the Rijksmuseum, so both brands had to be clear in the ad. The campaign ran in three layers: touch, tell and sell.
A quiet tease: KPN and the Rijksmuseum
In the touch layer we show KPN’s role as sponsor of the Rijksmuseum, with Louis as KPN’s brand element. We tease that something is coming, without giving away the Familiemaand yet. In the Touch layer we chose a still image for meta & a video for TikTok. Knowing from experience these formats work well in this stage of the campaign.
Touch. Instagram & Facebook
Touch. TikTok
Tell. Instagram, Facebook & TikTok
Louis races through the museum, straight to his kittens at the Night Watch.
With a point of view from Louis we grab attention and take the whole family along. The Familiemaand is announced on the way, and the film ends on the green KPN end frame.
Sell. Giveaway
Where is Louis in the museum? We turned the ad into a game.
For the sell layer we created a giveaway to win tickets for the Rijksmuseum, and gamified the asset. After a countdown, Louis starts in the entrance hall and a floor plan shows his starting point. Comment where Louis ended up for a chance to win two tickets for the Familiemaand.
The format encouraged people to rewatch the video and actively engage with the content.
To film from Louis’s point of view, the camera had to get down to cat height.
A DJI gimbal, a lot of crouching, and a lot of running through the museum.
