Mona - Best of Our Worst Reviews

The big challenge for Mona was to grow awareness with travel-minded Mainlanders. Consideration and conversion for the brand were great, but awareness was surprisingly low. The solution was clearly to build the brand by investing in paid sophisticated mass marketing. Problem was that Mona doesn't do ads - owner David Walsh hates them. Unless, as it turns out, you're brutally honest and take the piss out of yourself. So, for this campaign we found Mona's most horrific reviews on Tripadvisor, and turned them into the museum's first ever brand campaign. We called it 'The Best of Our Worst Reviews'. There were a lot to choose from. You can enjoy 400 of them on the Mona website here.

Oh yeah, and visitation increased 25%.