The National Army Museum wanted to underline its leadership in the field of the Battle of Waterloo to coincide with the battle’s bicentenary. It aimed to drive existing and new audiences to its themed website, Waterloo200.org.
Third City was brought in to raise awareness of the website in an imaginative way that would create appeal beyond the museum’s traditional audiences.
The agency searched through the list of Waterloo artefacts to find pieces that would stand out and tell interesting or unknown stories. It selected ten ‘hero’ images to highlight on the website, including a cannonball-pierced breastplate and the boots worn by Wellington on the battlefield, which went on to inspire the Wellington boot. Third City also arranged a photoshoot at London’s Wellington Arches, featuring ‘redcoats’ looking at the new site on iPads.
As a result of the campaign, the site received 20,000 visitors in the week following the launch. Engagement was high, with the average visitor remaining on the site for more than six minutes, looking at 15 pages.
The campaign also generated national and regional media coverage, in titles including Metro, The Telegraph, The Guardian and Daily Mirror.
Tap on the image above to scroll through the gallery.