With its "Homeless Gallery" campaign, German newspaper Hinz&Kunzt was able to blend physical and digital components into an engaging experience that both shone a light on the issue of homelessness in Hamburg and drove sales and donations for the publication.
Objective
Hinz&Kunzt is a street paper sold in Hamburg, Germany that provides employment and support to homeless and marginalized individuals — even offering self-help tips and assistance to those people. The magazine was founded in 1993 and has since become an important voice in the fight against homelessness and social exclusion in Germany.
However, declining donations and sales are making this voice in the fight against homelessness quieter. Therefore, for their 30th anniversary, Hinz&Kunzt wanted to launch a special campaign that generated attention, a rise in donations, and sales.
From a purpose perspective, there was a clear need to recapture the public's attention and rekindle their compassion towards the homeless. This situation demanded a unique, powerful solution that would not only reignite awareness but also provide tangible solutions.
Context
For this groundbreaking effort, Hinz&Kunzt blended art, technology, and narrative storytelling, which was a significant strategic shift. Compared to previous efforts, the integration of AI-driven art, combined with real-life stories of the homeless, added an unparalleled depth and dynamism. The initiative not only amplified the message but also redefined the parameters of engagement, setting a new benchmark for future endeavors.
Target Audience
The main focus was the everyday people of Hamburg from all backgrounds, especially those who are familiar with technology and appreciate art — but might be unaware of the homelessness issue in their city. By blending art with technology, the publication aimed to catch people's attention and get them to care about and support the homeless community around them.
Creative and Media Strategy
The creative and media strategies cohesively spotlighted homelessness through AI-driven art. By placing installations in popular Hamburg locales, Hinz&Kunzt ensured direct audience engagement. Paired with QR codes, this approach catered to the tech-savvy, art-loving target group.
The choice of media channels — physical exhibits complemented by digital content — was key in capturing audience attention and deepening their engagement. This dual strategy ensured the message was not only seen but also felt, resonating profoundly with the Hamburg residents and urging them to re-evaluate their perspective on homelessness.
To start, the team at Hinz&Kunzt sat with 30 homeless people to talk about their lives. These stories became the template for the instructions the publication would feed into its AI to create the art pieces.
Afterwards, the homeless interviewees were invited back to work on their art pieces along with curators and AI specialists. Hinz&Kunzt used the resulting artwork to turn all of Hamburg into a gallery like no other. These exhibitions became a new and unique way to have people face homelessness rather than look away. By integrating artificial intelligence with art, the campaign transformed personal homeless narratives into visually arresting artworks.
To promote the effort, Hinz&Kunzt ran a massive social media campaign on Instagram, LinkedIn, and Facebook. Hyper-localized digital out of home placements were leveraged to drive people to the locations of the art installations, where they had multiple opportunities for engagement and taking action. Live streams, radio and theater spots, and extensive media coverage also helped the publication reach more people.
The strategy's genius lay in its multimedia approach. By situating artworks in urban Hamburg locations, Hinz&Kunzt leveraged the cityscape itself. Simultaneously, the use of QR codes provided instant access to digital deep dives, allowing immediate access to supplementary content. This blending of physical and digital realms was particularly smart considering the younger, tech-savvy demographics of Hamburg, ensuring maximum outreach and engagement.
Technology, especially AI, was the campaign's linchpin. It provided the unexpected twist – turning real-life hardships into art pieces. While traditional media might have shared these stories, the fusion of AI-driven art offered a novel perspective, sparking curiosity and engagement. exhibitions catered to Hamburg's unique socio-economic backdrop, enhancing relevancy.
Before our campaign, Hinz&Kunzt, Germany's top street paper, grappled with waning public interest and plummeting donations, especially amid prevailing crises. Despite its 30-year legacy in aiding Hamburg's homeless community, the publication sensed a lack of momentum in achieving its goals. In a market dominated by traditional charity efforts and with fleeting public attention toward the issue of homelessness, Hinz&Kunzt faced the challenge of reigniting compassion, making their mission resonate louder, and securing crucial funds in a time of crisis.
In practice, the brand wanted to achieve three key objectives.
Objective 1: Increase Brand Awareness
The campaign undeniably elevated the brand visibility of Hinz&Kunzt. Turning Hamburg into an open gallery through homeless narratives transformed into art pieces was a powerful visual statement. Coupled with the immersive digital experience, it made headlines. Over 100,000 people visited the 13 exhibition venues over three months with 315 national and international news outlets reporting on the initiative. Furthermore, partnerships with significant entities like Hamburg's two major soccer clubs added to the visibility and validation of the campaign.
Objective 2: Drive Engagement
The use of QR codes at exhibition sites provided an interactive layer to the physical installations, turning passive viewers into active participants. The fact that the website's traffic surged by 75 percent indicated substantial digital engagement. The publications social media channels created 750,000 impressions. In total, the project generated an earned media reach of 87.3 million, while bringing the Homeless Gallery and the topic of homelessness into the spotlight.
Objective 3: Drive Sales and Donations
From a commercial perspective, the campaign made significant strides. The special edition art catalogue became Hinz&Kunzt's best-selling publication ever. Moreover, sales of the street paper increased by a significant 32 percent, showcasing a direct correlation between the campaign and increased sales. On the donations front, the immersive exhibitions and the compelling narratives drove the audience to take decisive action in supporting the cause.
