Ambient media campaign: V&A Quilts 1700-2010

Ambient media campaign: V&A Quilts 1700-2010

By Andrea Jones


Ambient media is the term used to denote out of home advertising utilising non-traditional methods. It is often used in conjunction with more mainstream traditional media to create an event or spectacle in a public place. London Calling, in partnership with Ambient Media, were commissioned by the Victoria & Albert Museum (V&A) to develop a creative ambient solution for promoting the 2010 Quilts exhibition. This case study describes the concept behind this campaign when for one day the V&A created a modern living room at Victoria station.

Outcomes / learnings
The primary objective of raising awareness of the exhibition was successfully achieved by the distribution of over 10,000 quilting starter packs. The level of engagement from the commuters with the quilting demonstrators was also high. Although the age range and demographic of the commuters varied greatly there was interest from all sections of the public including male commuters who remembered their mothers and grandmothers making quilts or doing needlework when they were younger. People stopped and chatted with the quilters, some for relatively long periods of time to compare notes and get advice, some people sat and quilted with them. Comments on the day varied from “Can I have one for my mum, she loves quilting” “What quilts are on show?” “Fantastic, I’ll start my quilt this weekend!”

This campaign in turn saw visitor numbers for the exhibitions exceed the visitor targets set and high social media engagement.

Resource type: Case studies | Published: 2013