Sydney Opera House DM THE SHIP SONG PROJECT by The Monkeys

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Industry Cinemas, Theatres & Concert Halls
Media Direct marketing
Market Australia
Agency The Monkeys
Director Paul Goldman
Copywriter Noah Regan, Simone Louis, Justin Drape
Designer Mike Witcombe
Producer Caroline David
Editor David Gross
Released July 2011

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Executive Creative Director: Justin Drape (The Monkeys)
Creative Director: Noah Regan (The Monkeys)
Art Director: Noah Regan (The Monkeys)
Copywriter: Noah Regan (The Monkeys)
Copywriter: Justin Drape (The Monkeys)
Head Of Braodcast Production: Thea Carone (The Monkeys)
Executive Planning Director: Fabio Buresti (The Monkeys)
Group Content Director: Dan Beaumont (The Monkeys)
Content Director: Suzy Coman (The Monkeys)
Director: Paul Goldman (Exit Films)
Producer: Caroline David (Exit Films)
Music Director/Arranger: Elliot Wheeler (Turning Studios)
Music Producer: Emma Hoy (The Monkeys)
Editor: David Gross (Definition Films)
Art Buyer: Alice Quiddigton (The Monkeys)
Designer: Mike Witcombe (The Monkeys)
Print Producer: Tom Harrison (The Monkeys)
Copywriter: Simone Louis (The Monkeys)
Director Of Marketing/Communications/Customer Services: Victoria Doidge (Sydney Opera House)
Head Of Marketing/Performing Arts: Stephen O’Connor (Sydney Opera House)
Media placement: Film - YouTube/iTunes - 28th July 2011
Media placement: Song - Radio/iTunes - 28th July 2011
Media placement: 3 X TVC's - SBS/FOXTEL - 28th August 2011
Media placement: Film - QANTAS In-Fight Entertainment - 30th September
Media placement: Street Posters - Various Locations Around Sydney City - 28th July 2011
Media placement: Making Of Documentary - QANTAS In-Flight Entertainment - 13th August 2011
Media placement: Film - Music MAX - 28th July 2011
Media placement: Making Of Documentary - FOXTEL Studio Channel - 13th August

Describe the brief/objective of the direct campaign.
Research discovered that while Australians all over shared a deep sense of pride in the SOH, most Sydney residents didn’t consider it more than an iconic Australian venue that’s home to the classical arts and other ‘elitist’ events. It just wasn’t the destination they’d ever think of visiting as a regular part of their lives in Sydney.

The crux of the strategy was to get people to think about the SOH as a cultural hub that ‘democratised creativity’ – not just an exclusive, all conquering bastion for global creativity, but an open and welcoming creative space that is accessible to everyone.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created The Ship Song Project and invited the world inside the iconic building, while showcasing a totally different side to ‘The House’. The video was set to a re-working of Nick Cave’s immortal ballad, ‘The Ship Song’, and featured performances by some of Australia’s and the world’s preeminent artists. It was launched online via a seeding program on social networking platforms.

In the 24 hours after its launch, the film clip was shared online 1.7m times.

The Ship Song Project helped SOH achieve a 40% increase in ticket sales (August 2010 vs. August 2011).

Explain why the creative execution was relevant to the product or service.
Through the medium of a music video, people were able to access the most private parts of the building, thus discovering a space more intimate and accessible than just the clichéd sails that adorn the landmark.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In the 24 hours after its launch, the film clip was shared online 1.7m times and was picked up by every major television news programme and featured in every major Australian newspaper. There was also extensive coverage across international press.
The single reached 34 on the iTunes singles chart and trended on Twitter and YouTube for 4 days.
Over $2m in free PR, editorial and social media was earned at launch.
The Ship Song Project helped SOH achieve a 40% increase in ticket sales(August 2010 vs. August 2011).
Best of all, $0 was spent on traditional media.