Hatching the story of a dinosaur on the loose in Cardiff
The campaign won the Best Use of Social Media Award at the Chartered Institute of PR’s PRide Awards and a Silver in the International Design and Communications Awards in Los Angeles.
National Museum Cardiff was looking for an agency to run a digital campaign to promote its family-friendly ‘Dinosaur Babies’ exhibition. Unlike before, the Museum wanted to promote the exhibition using experiential tactics, in the form of huge installations which would appear across Cardiff city centre over the course of 10 days leading up to the exhibition launch, which shaped the narrative of a dinosaur on the loose.
The campaign began with a statue of Thomas H Thomas, the first man to discover dinosaur traces in Wales and a founding father of National Museum Wales, appearing overnight on Cardiff’s Queen St. 48 hours later, the statue had been destroyed, with huge dinosaur faeces quite literally dumped next to it, while shop windows were smashed up. Only a few days later, large dinosaur footprints appeared outside the Museum, exhibition banners were ripped up and eventually huge dinosaur claws emerged on top of the Museum entrance. With such strange happenings taking place across the city, it was our job to bring the narrative to life through a strategic, yet engaging, social media campaign.
How We Did It
With our appointment just over two weeks before the launch of the exhibition, we were aware careful planning would be fundamental to such a short, sharp campaign. From the outset we were aware the tone of the campaign was unlike anything National Museum Cardiff had done before and as a result we were able to create playful, creative content that got people talking about #DinoOnTheLoose.
Rather than just using social media to ‘show and tell’ the events, our strategy was to create an imagined world around the installations to really engage audiences in the story. For 10 days we took audiences away from Cardiff and to a world where a very real dinosaur might just be on the loose.
At the heart of this was:
The Daily Draco Newspaper
The Daily Draco Video News Reports