The Netherlands as a museum

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Bløf was hier Jacob Algera was hier

THE Martin NETHERPyper was hier LANDS AS Loesje hier AwasMUSEUM A traditional indoor heritage institution becomes an on-the-spot multimedia history brand.

VANDEJONG AMSTERDAM


Client

Museum of National History

Assignment

Develop a concept and campaign for ‘Plaatsen innl’, the Museum of National History’s project for making historical sites in the Netherlands accessible.

Solution

Create a brand that brings places’ history to life through personal stories from the past and present.

Brand concept

xwashier (xwashere)


Bløf was hier Jacob Algera was hier Martin Pyper was hier Loesje was hier




43

39 1

Suriname

44

Saba 41

42 38 45 36

40

Manhattan 30

32

28

29

34

35

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15 20

26 27

22 24

23

25

‘xwashier’ marks 45 historical locations each year. Every year has its own theme. The first year the theme is ‘land and water’.


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5 2

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12

11 10 8

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37 9

33

16 14

21

17 18

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Each location gets a marker, existing of two icons that illustrate the history of the location.


The marker is an interactive key to history.


x was hier

1

Campagne

2

Gebruiker 2 Gebruiker maakt al gebruik van locatieve social media, zoals foursquare of gowalla.

Locatieve push; a als je in de buurt k

Diverse middelen - introduceren van x was hier - verleiden - instructie: hoe werkt het? - stimuleren de app te downloaden - kijk ook op de site

gebruik maken van bestaande locatieve so

GPS

Mobiele app downloaden Gebruiker 1 Gebruiker hoort via media van x was hier

Gebruiker download de x was hier app

Gebruiker kiest in de app een plaats (dichtbij) om te bezoeken

Gebruiker ontvangt een alert als hij in de buurt komt van een x was hier plaats

Plaatsen (en routes) App toont locatie en eventueel een routebeschrijving naar de plaats

Gebruiker gaat naar de Deltawerken

Mobiel ‘ter pla

GPS

Gebruiker kan de markering scann

App herkent ma locatie.

Ik was hier: inch zoveel mogelijk met je contacte

Website - xwashier.nl x was hier

De website: - introduceren van x was hier - verleiden - instructie: hoe werkt het? - stimuleren de app te downloaden - alle functionaliteiten van de app + extra verdieping ten opzichte van de app - doorverwijziging naar meer info bij andere historische instellingen Ik was hier; persoonlijke verhalen en content Activiteit van contacten en anderen: - ‘er zijn nu 12 mensen bij het Turfschip van Breda’, ‘Ronnie is nu bij de Punt’

Andere historische instellingen

Synchroniseren

Per plaats: 1. 2. persoonlijke nabestaand 3. verwijzingen

Bij sommige pla 4. opdrachten bijdragen va etc.) 5. nieuwe colle 6. bijzonder co verbeelding

En verder bijvoo - Afstand tot de - Andere x was h - Thematisch ge - Verwijzing naa plaatsen - Routes naar di - ...

Contacten - wie (van mijn v - waar waren zij

Instructies: hoe Over innl Contact


3

x was hier account = social media acccount

Gebruiker 3 Gebruiker komt toevallig bij een plaats van x was hier en ziet de markering

- account nodig om voor het syncen tussen app en web - gebruik maken van social media account - doelgroep is vaardig met digitale media en maakt al gebruik van social media - gemakkelijke verspreiding via bestaande media

alert komt

ocial media.

Deltawerken

1ste graads contacten

Markering Gebruiker ziet de markering en de afzender xwashier.nl

le app aatse’

2e graads contacten

Ontdek deze plaats

e app opstarten en de nen

Redactie innl

arkering en start het verhaal van die

hecken bij een plaats, of die manier plaatsen verzamelen, en dat delen en via social media.

August Godfried Maris - voorzitter van de Deltacommissie

Verzorgt de verhalen

e verhalen (van een ooggetuige, de, ervaringsdeskundige of expert) n naar bestaand materiaal

aatsen: voor bezoekers (zelf bijdragen of an anderen bekijken; foto, verhaal, tip,

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur m

42 Plaatsen in NL + 3 daarbuiten

ectie ontent (bijv. augmented reality: g van de geschiedenis, infocloud)

orbeeld: e plaats hier plaatsen in de buurt erelateerde x was hier plaatsen ar gerelateerde niet-x was hier

ie andere plaatsen

vrienden) was hier? j verder nog?

e werkt het?

E-mail na bezoek

Opt-in

Systeem weet dat gebruiker op een bepaalde plaats is geweest en stuurt bericht na. - “Hopelijk heb je een leuke dag gehad bij de Deltawerken.� - Doorverwijzen naar: - de website: verdiepende info - de website: gerelateerde plaatsen - andere historische instellingen - ...


EXPERIENCE HISTORY WHERE IT HAPPENED

The Museum of National History seeks to show people history in the places where it happened. The museum’s view is that history is everywhere and that the best way to experience it is “on location”. The Museum of National History seeks to make the historical importance of various locations physically and digitally accessible through ‘Plaatsen innl’. Each year, it chooses 50 places according to a changing theme. The list constitutes a route of historical places around the Netherlands.


The Museum of National History asked Vandejong and Fabrique separately to devise concepts for ‘Plaatsen innl’ that would substantively enhance the project. Vandejong came up with the concept ikwashier (iwashere) and received an assignment to further develop the concept with Fabrique. Vandejong focused on content, communication and education, while Fabrique took responsibility for the online development of the concept.

Project becomes a brand We proposed to develop the ‘Plaatsen innl’ project from an annual campaign into a brand that made history accessible. To make history interesting, you have to give people a way to relate to it. Why should they know about this history? What does this event or place mean to them? Creating a brand has enabled us to build a world where history comes to life once more. The past becomes tangible and takes on new meaning. We want people and organisations to be a part of this world through using history to tell their own stories. We devised a brand concept that links places to history, people to historical places, people to each other, and the past to the present.


Person x time x place = x was hier We further developed Ikwashier into xwashier. Xwashier links big history to personal memories. Historical events are also individuals’ experiences. Xwashier reveals the meaning of a place through personal stories. What have people experienced here? X is a variable that is always replaced by the name of an eyewitness, descendent, expert or journalist. Each tells the history of the place through his or her own eyes. What happened there in the past thus becomes personal and relevant once more. Of course, you are x too. I was here. What have you experienced here? You are invited to add your own experience to history.

Signposting, experiencing, linking Each location gets a marker – a unique symbol representing the relationship between that place and its historical significance. The markers are interactive keys to times gone by. Scanning a marker with your smartphone lets you access information about the place. Personal stories told through film, audio, diary extracts and articles take you on a trip back in time. On location and at home, you can take part in assignments and write your own history. For example, you can make up a new couplet


for an old local folk song or take a picture of yourself dressed as a rebel soldier in the Battle of Ane. Participating allows you to look at the environment through different eyes and take part in the “historiography” of the Netherlands. The heart of the project is the website. It brings together all the content and allows you to see what others have experienced and contributed. Xwashier.nl also features links to partners’ collections and activities and other locations.

The New Collection Crackling audio and film fragments, Old Dutch writings and weathered photographs might not be enough to make history appealing. To seduce people into wanting to know more about places, we conceived the Nieuwe Collectie (New Collection). We’ve invited Dutch celebrities, icons, artists and writers to contribute statements on what particular places mean today. The New Collection cuts across artistic disciplines. Nico Dijkshoorn has written a poem about the 1977 Dutch train hostage crisis, Bløf has recorded a song about the Delta Works, and Viktor & Rolf have designed new traditional dress for the former island of Schokland. The New Collection gives the public an extra reason to visit these places. The New Collection fulfils two functions. It serves


as an authentic, valuable and soon-to-be-inextricable part of the xwashere brand. At the same time, it’s a concept rich in opportunities for cultural entrepreneurship. The New Collection creates publicity and offers opportunities for interesting, substantive new alliances. Imagine a regular history item on the TV chat show De Wereld Draait Door or journeys through the landscape of Dutch history in the travel programme 3 Op Reis. But a partnership with Brand beer is also possible. The Brand brewery is an attractive historical location for xwashere. Brand could use the opportunity to reintroduce a historical beer formula in a special edition. This would yield an item in the New Collection, new content for xwashere, and PR and communication for Brand and the Museum of National History.

Vandejong & culture The arts and culture sector plays an important role in developing society’s brain power, creativity and innovation. Cultural locations are the birthplaces of creative ideas outside the existing frames and uncommon views of the future. Cultural institutions have to act as leaders, in their communication as well as elsewhere. Vandejong develops cultural brands with a focus on content, experience and innovation. Our approach is characterised by the way we place ourselves in the


experiential world of the audience as well as that of the creators. We help you to think about products, activities and communication that build bridges between your institution and the public. We create brand concepts people and organisations can be part of, because they can use them to tell their own stories. This gives the brand a connective effect. It ensures genuine involvement by the public and helps with finding new partners and funding.


Tim Knol was hier Ali B was hier Nynke Laverman was hier


Cornelis Lely was hier

-足0:22

Tim Knol was hier

-足0:46

Eyewitnesses, experts, journalists and others tell their story about the location .


The new collection offers opportunities for special collaborations.



There is a special program for primary school kids: xwashier jr.



Hugo de Groot was hier

Ingrid Maas was hier

Geert Mak was hier


About Vandejong

Museum of National History

Vandejong is a creative branding agency. We build optimistic brands that connect people. We combine strategy and creativity to speed up change and innovation. We like to work with people who dare to forge new paths and believe in mutual inspiration. Vandejong stands for honest, sincere communication with a distinctive style. Our strategists and creatives work closely together on brands and campaigns. We bring in additional experts when necessary. We therefore contribute in a broad way, from brand concepts and creative strategies to concrete campaigns, materials, and even new services and products.

Strategy, concept en production Vandejong & Fabrique


Hugo de Groot was hier

More information Ilse Huijg Agency manager ilse@vandejong.nl

Ingrid Maas was hier

Contact us t: +31 20 462 2062 e: info@vandejong.nl

www.vandejong.com blog.vandejong.com

Geert Mak was hier


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