The pictorial works of the Rijksmuseum come to life in the Dutch metro thanks to the digital signage

Amsterdam and Rotterdam metro stations became, last March, in 'living' art galleries. KPN, in collaboration with Aopen and CS Digital Media, Installed 86 touch screens to take the pictorial works of the Rijksmuseum to the street and for passers-by to interact with them.

KPN, main sponsor of the Rijksmuseum, I wanted to take the museum's pictorial works to the street, bring them closer to the public. and, with this challenge in mind, were placed 84 digital screens on the 16 Amsterdam and Rotterdam metro stations. Passers-by watched as the works came to life and, even, they could 'get into' the painting and be part of it. They could take a selfie with the camcorder that integrated the screen and then share the image on social networks.

This action was carried out last March to commemorate the anniversary of the reopening of the museum, following the modernisation project carried out in 2013 to incorporate innovative digital technologies.

“As the main sponsor of the Rijksmuseum, we wanted to run a campaign to make art accessible to everyone. The placement of the screens with 'animated paintings' in the Amsterdam and Rotterdam metro stations allowed us to create a digital art gallery with which to reach a wider audience”, comments Aline van Keulen, Corporate Branding Manager & Advertising de KPN.

For a week, metro stations were transformed into digital art galleries. Vermeer's "The Milkmaid" was spilling the milk and Rembrandt's "The Night Watch" went into action for the first time in history.. Through interactive digital displays, passers-by could become a 'Rijksselfie' and produce the effect of being one of the characters in the famous paintings of the Rijksmuseum. The results were displayed on the large format screens and the selfie could be shared on Facebook.

Dooh campaign

Creating a campaign that really attracted attention and attracted all types of audiences was one of the main reasons why KPN decided to bet on a dooh initiative. (digital out of home) that allowed the great masterpieces of the Rijksmuseum to come to life on digital screens and create a great visual impact.

In addition, this action allowed KPN to connect with its audience through social networks such as Facebook and Twitter, and became known as one of the main sponsors of the Rijksmuseum.

Another important aspect offered by digital signage is that it offers the possibility of analyzing the impact of campaigns through video analytics tools., that allow you to track the number of viewers, interaction with touch screens, number of 'Rijksselfies’ executed and actions carried out through social networks.

Digital technology

In this initiative, CS Digital Media participated in developing the dooh concept for KPN and Aopen provided its Digital Engine DE6100 AMD Quad Core media players that provided the contents to the screens.

“We chose the Aopen Digital Engine DE6100 media player because they offered us the most stable platform for our interactive applications, with the computing power and reliability we needed, being very simple to implement”, explains Pauline de Waardt, Client Services Manager.

The application that allowed these selfies to be taken was made mediated by CS Digital Media who created six different interactive images that need a powerful computing solution..

The camera recognized the person, placed the image in the box and responded to the user's gestures to later connect to KPN's Facebook page. "This whole process went smoothly thanks to Aopen's digital engine".

The screens were monitored 24×7 to ensure that no interruption occurred and ensured full operation of the system.

[youtube]https://www.youtube.com/watch?v=tLtH9WInoy0 [/youtube]

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