Approach

To keep the promotion from feeling too commercial, the campaign is designed to spark curiosity with a subtle hint and a clear call to action: discover the AR art route through the app.

The campaign combines both online and offline strategies, including influencer collaborations, social media posts, podcasts, ads in cafés and restaurants, guerrilla posters, and Boomerang postcards.

Print media throughout the city

Solution

Visuals show fragments of an AR artwork on a smartphone, set against recognizable Utrecht landmarks, using the existing logo and design.
In strategic spots throughout Utrecht’s city center, ‘green graffiti’ viewfinders shaped like the logo are placed—right where the artworks appear in AR.

Local influencers like Tara Verbon, Marco Dreijer, and Explore Utrecht help spread the word online, resulting in thousands of views. One influencer even gets the chance to walk along with the artists for behind-the-scenes insights, which they share with their followers.

Posters in cafés, ads in bus shelters, and visuals shared by partners boost the project’s visibility throughout the city.

Influencer content on socials