Virtual Beauty successfully staged

Greater reach and more visitors with aymo Audience Targeting

With its exhibition *Virtual Beauty*, the House of Electronic Arts (HEK) sent a strong message about engaging with digital ideals of beauty and constructions of identity. Visitors were invited to reflect on the impact of filter technologies, digital self-presentation and modern technology on their own self-image. To specifically attract people in the Basel region with an interest in art and technology to the exhibition, the HEK opted for aymo Audience Targeting. The strategy aimed to reach a relevant audience and measurably increase visitor numbers.

Strategy and Implementation

The main aim of the campaign was to raise awareness of Virtual Beauty and attract more visitors to the exhibition. From 8 June to 23 June 2024, a digital advertising campaign was run via aymo Audience Targeting, precisely targeting people in the Basel area with an interest in culture and technology.

The eye-catching Ricchi ad format was used, which is characterised by high interaction rates and is displayed in a visually appealing way in mobile environments. This targeted placement led to impressive 98,294 Ad impressions, which significantly boosted the exhibition’s visibility in the target region.

Results and impact

Thanks to the precise targeting of its audience via mobile advertising, the HEK saw a significant increase in visitor numbers. Furthermore, the campaign demonstrated that digital advertising measures are a useful complement to traditional communication channels for cultural institutions.

“Digital communication by arts and cultural institutions must adapt to the prevailing trends of an ever-changing digital culture. With aymo mobile targeting, we can reach far more people and a more diverse audience than with standard campaigns or targeted social media campaigns. Mobile targeting is now an integral part of every HEK campaign plan.”
Ugo Pecoraio, Head of Communications