MUSEUM CARD: MUSEUM MATCH app

A proactive activation idea for Museum Card, based on a JongHonden brief. The objective was to develop a scalable concept that appeals to 18-25 year olds, resulting in an increased interest in museums visits and museumkaart subscriptions from this age group.

INSIGHT: Gen-Z are the most socially engaged generation, but having come of age in an era of isolation, with fewer ‘third spaces’ than ever, they lack places to hang out which aren’t related to study or drinking.

IDEA: We need to make museums a place to socialise, not just study. A place where young people want to hang out, not just families looking for a way to occupy children. Where catch-ups and culture can exist simultaneously.

CONCEPT: Like Hinge, but for history lovers, museum/match is the ‘dating’ app from museumkaart. Based on your interests, it curates the curations for you, suggesting the perfect museum to visit. The sharing function allows invites to be sent to friends, so you can arrange a meet up directly with the help of the app.

ACTIVATION: ‘Date Night at the Museum’: a regular event which invites museums to open after dark for museum/match events, inviting young people to attend with their friends, partners, and a willingness to meet new people. Branded geotag Instagram/Snapchat filters adapted to each location allow social media users to advertise their attendance at the events.

Copywriter: Rebecca Took

Designer: Imogen Hayward