Van Gogh and heels: how Christian Loubout and Leningrad promoted the exhibition in Moscow

After the release of the Leningrad group’s video for the song “Exhibit,” which contains the phrase “Seryoga took me to the Van Gogh exhibition,” attendance at the Moscow exhibition “Van Gogh: Revived Canvases 2.0” increased one and a half times.

In December, 10 was visited by thousands of people, and in January, 15, thousands, and the attendance peak was at the end of the month, the press service of the exhibition reported.

Because of this, the organizers even decided to extend it until February 14 and planned a special promotion for the last two February 13 and 14 - girls “wearing Louboutins” (high-heeled shoes with a signature red sole) will be able to attend for free, and guys named “Serega” ", those who come with a couple will receive a 50% discount on the entrance ticket.

However, representatives of the Christian Louboutin brand in Russia expressed their dissatisfaction with the use of the brand name as an advertisement for the exhibition and asked the media to remove the mention of the brand from news about the exhibition.

However, as exhibition press secretary Elena Bedush told ForumDaily, the company has no legal claims against the exhibition organizers. "Udid they settle everything", - she said.

Bedush, who runs the PR agency Bedush&Marennikova, also answered several questions from ForumDaily on the topic of the exhibition dedicated to Van Gogh.

How did you get the idea to offer girls on heels over ten centimeters to watch the exposition for free?

The idea came to us, but, as it seems to us, it lay on the surface. Moreover, we had to persuade the organizers to extend the exhibition and organize such an action. For each project, we try to come up with some additional promotions and flash mobs, because now they are the best to promote, rather than simply announcing in the media.

You were targeting specifically girls “on Louboutins” with their action or, rather, the emphasis was placed on a wider audience?

The emphasis was primarily on a wide youth audience. It was also important for us to attract the attention of the media as the most important promotion tool, which was 250% accomplished - everyone wrote.

Did Sergey Shnurov attend your exhibition?

Cord did not attend the exhibition, but made a repost of our action in his Instagrammewho also got thousands of likes and comments.

In the song of the Leningrad group there are words that the “main exhibit” of the Van Gogh exhibition is that same girl “on Louboutins.” Which of the exhibition exhibits do you consider the most important?

Our exhibition is multimedia, it presents all the main works of Van Gogh for all periods of his work. The exhibition is dedicated to the year of Van Gogh, celebrated throughout the world.

A new clip of the group "Leningrad" for the song "Exhibit", in which, in particular, it sings about "Labutenes", did not affect the sales of these shoes. This told the radio station "Moscow says" representative of the corner Christian Louboutin in TSUM.

“Our sales have been and remain at the same level - regardless of the song. Of course, the song is wonderful,” he noted. According to him, customers often wonder why the Leningrad song is not played in the store.

As previously wrote ForumDaily, a new clip headed Russian iTunes Chart. At the time of this writing, the video has collected more than 21 million views on YouTube.

A flash mob began in social networks, in which users began to repaint their shoes under the lubutena, as the video clip heroine does. In the course were not only classic beige shoes with high heels, but also other shoes, for example, ugg boots or black sandals.

No marketing research has yet been conducted on the impact of the Leningrad group’s video on sales of shoes with red soles.