Walking In My Mind, Southbank Centre - Case Study

Brief

The Southbank Centre approached us to build a supporting site for the Hayward Gallery summer exhibition Walking In My Mind. We were asked to provide marketing ideas to complement the print and poster campaign already in development. The primary goal was to convert online users to actual Hayward visitors and to grow the email database of potential visitors.

Solution

Ten4 developed two sites, one Flash based, the other adhering to Southbank's strict accessibility guidelines that both use the same content database. The Flash version was a more immersive, intuitive system based on the lead artwork of the exhibition by Yayoi Kusama. The other used a standard navigation but presented the same information and functionality without Flash technology. We also wrote, produced, directed and edited a two minute advert for the exhibition that was released on YouTube.

Result

Over 45,000 people visited the site 58,000 times over the three months of the exhibition, of which 5000 then visited the Southbank site itself. Nearly 4000 emails were added to the mailing list (exceeding expectations by 270%). The YouTube video received 20,000 views which was added to by an external re-edit of the footage which received 37,000 views globally.

Statistics

  • 45,000 absolute unique visitors
  • 230,000 page views
  • Data capture target exceeded by 300%.

Link to project

walkinginmymind.co.uk

"The ‘Walking In My Mind’ project has been the most successful of its kind for the Southbank Centre and exceeded our expectations in many ways, including a 300% return on our data-capture target."
Trish Thomas
Digital Marketing Manager, Southbank Centre