Discovering ancient egypt. campaign
Discovering Ancient Egypt — a contemporary take on life along the Nile. This campaign was all about reimagining the familiar, inviting audiences to explore Ancient Egypt through a modern lens. With over 240 objects on loan and limited marketing resources, we focused on contextual, unexpected storytelling and clever placements to drive intrigue, visitation, and testimonials.
We worked with creative agency Wildlings to build a campaign that felt both bold and refined—rooted in narrative, visual consistency, and smart design. The creative centred around a ‘journey line’ stencilled off the Nile, woven through print, digital, and physical spaces to evoke movement, discovery, and story.
10 June – 8 October 2023
WA Museum Boola Bardip
Results
1138,177 visitors – 63% above target
1.4M+ media reach | Sold-out Afterlife Bar after-dark experience
Perth’s first 3D billboard, delivered through a major contra deal
$32K ad spend → $678K+ revenue
20.97x ROAS across Meta and Google
12,363 purchases | 6.9M+ total impressions
Meta: $5.28 cost per sale | 13.54x ROAS
Google: $1.21 cost per sale | 39.35x ROAS
Video: 70% watched past 50% at just $0.02 per view
Strategy
Rolled out across four key cultural segments: Expression, Stimulation, Affirmation, Essence
Launched with a Mother’s Day hook — Take your mummies to see ours
Placed ads in fashion/lifestyle environments under the theme Rags to Riches
Balanced bold visuals with a sensitive, family-friendly tone
Activated high-impact media placements: 3D billboards, decals, and Nile-inspired design elements citywide
Achievements
WA Museum’s first overnight sleepover, co-hosted with 94.5FM – Who’s Your Mummy campaign generated major buzz and secured $40K+ in contra media
Delivered Perth’s first 3D billboard, driving foot traffic and visibility
Delivered
Creative direction and campaign development
Audience segmentation and strategy
Cross-channel media planning and execution
Influencer engagement and editorial partnerships
On-site activations and experiential support
