Challenge: AGNSW relies on donations from corporate sponsors and we were asked to get key decision makers of major Australian sponsors to attend the gallery and convince them to become a sponsor.
Idea: Leveraging the Archibald Prize, we honoured our sponsors by secretly sourcing photos of them and digitally retouching them to resemble the styles of famous artists. We then sent out DM packages inviting the sponsors to come to the AGNSW to check out their personal pieces.
Results:
  • The DM piece had 34% response rate (7 x average) and when potential sponsors arrived at the galley to find their portrait they were instantly receptive to becoming sponsors.
  • We saw a 14% acquisition rate (23 x average) and resulted in the largest increase in annual sponsorship in decades.