The MAK Turns Everything into an Annual Pass

Since the introduction of the Austrian Federal Museums Pass, sales of the MAK Annual Pass had declined significantly. So the MAK radically reimagined it: Everything is applied art. So why couldn't everything be an annual pass?

This idea became the foundation of an integrated campaign that brought the concept to life across every touchpoint. On cultural posters, citylights and guerrilla posters. On social media, in digital ads and through an innovative re-retargeting hack. On the radio, with a commercial that became the first to double as a scannable annual pass. Through direct mail. And finally, live on-site, where visitors could actually turn their own belongings into annual passes.

Rather than simply spreading its message across multiple channels, the MAK made the same promise a reality through each and every one of them: MAK anything your annual pass.

The result? A 360% increase in annual passes sold compared to the same period.