Brazilian Symphony Orchestra (OSB) Digital CLASSICALS BEHIND THE CLASSICS by Artplan Rio de Janeiro

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CLASSICALS BEHIND THE CLASSICS

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Industry Cinemas, Theatres & Concert Halls
Media Digital, Interactive & Mobile
Market Brazil
Agency Artplan Rio de Janeiro
Director Kiko Lomba
Executive Creative Director Roberto Vilhena
Creative Director Gustavo Tirre, Alessandra Sadock
Producer Samara França
Photographer Bruno Foscaldo
Editor Ralse
Released June 2013

Awards

Cannes Lions 2013
Direct Lions Best Use of Digital Direct Marketing; Websites, Microsites & Banners Silver

Credits & Description

Type of entry: Best Use of Digital Direct Marketing
URL: http://cargocollective.com/entriesforawards/Classicals-Behind-The-Classics
Category: Websites, Microsites & Banners
Advertiser: BRAZILIAN SINPHONY ORCHESTRA
Product/Service: CLASSIC MUSIC CONCERTS
Agency: ARTPLAN Rio de Janeiro, BRAZIL
Executive Creative Director: Roberto Vilhena (Artplan)
Creative Director: Alessandra Sadock (Artplan)
Creative Director: Gustavo Tirre (Artplan)
Art Director/Copywriter: Augusto Correia (Artplan)
Art Director/Copywriter: Leonardo Marçal (Artplan)
Art Director/Copywriter: Rodrigo Lopes (Artplan)
Account Director: Ana Deccache (Artplan)
Account Manager: Pedro Sharp (Artplan)
Photographer: Bruno Foscaldo (Artplan)
Media: Tiago Pinheiro (Artplan)
Director: Kiko Lomba (Tycoon)
Production Company: (Tycoon)
Account Manager: Ana Paula Hildebrandt (Tycoon)
Account Manager: Carolina Nigro (Tycoon)
Producer: Samara França (Tycoon)
Editor: Ralse (Tycoon)
Describe the brief from the client
The purpose of the campaign was to increase the audience of the Brazilian Symphony Orchestra. We filmed the orchestra playing themes of classic movies and used YouTube to make people realize they already like classical music.
Creative Execution
The creative performance was completely relevant to renew the quantity of fans and attract more people to attend the concerts of Brazilian Symphony Orchestra. Besides impacting the target audience on YouTube, where its presence is massive, the surprising manner through which the communication was made guaranteed success in dialogue with an audience younger than usual.
Creative Solution to the Brief/Objective.
We used banners on You Tube to attract people to a website where the same classic movies videos from You Tube were embedded and synced with the orchestra playing the theme songs from these movies.
People would then realize that there was always a classical music behind the classic movies they love. This way we changed the perception of the classical music genre and the Brazilian Symphony Orchestra could be entertaining for a broader audience.
Results
By demonstrating that classical music is in inserted in the daily lives of people more than they realize, the Brazilian Symphony Orchestra drew attention to a portion of the audience who, until then, was not used to consuming the genre, or attending such events. The answer came through a significant renovation to the age group of the audience, with a 40% increase of young audience at the concert. And the tickets sold out for this year’s season.