Australia Council Marketing Summit

May 2012

Victoria Doidge

vdoidge@sydneyoperahouse.com

SOCIAL

Performing
Arts

MOBILE

VIDEO

POST MODERN VALUE SYSTEMS (ANDY HINES)
AUTHENTICITY
CONNECTION
ANTI CONSUMERISM
SELF EXPRESSION
ENOUGHNESS

SOCIAL
SOCIAL
SOCIAL
SOCIAL

there is nothing on this earth more to be prized than true friendship. thomas aquinas

68% more likely to remember

11.5m users
Half on mobile
7 hours per month (3 times that of the States)
Social impressions = 34 x s friends    

1:9:90 rule
116% traffic growth
140% revenue growth

84K video views
250K play list views

VIDEO
VIDEO
VIDEO
VIDEO

Genuine blending of advertising and content

Make your brand as part of the content

Research what resonates - then move into creative

Focus on engagement as well as views

YOUTUBE CHANNELS

Sydney Opera House
Online Video Views

SUFJAN STEVENS • GOTYE • U2 BERLIN PHILHARMONIC ORCHESTRA • KATIE NOONAN LOU REED • SYDNEY SYMPHONY • OPERA AUSTRALIA THE AUSTRALIAN BALLET • JOHN CLEESE • JOHN MALKOVICH SIR IAN MCKELLEN • REG MOMBASSA • SHAUN TAN • BRIAN ENO

Takes a landmark so familiar one would think it hard to present it in a way that might actually force reappraisal. But it manages to deliver a beautiful film. It showcases the building, the diversity of its content and the spirit of Sydney, maybe even Australia, in a way that moves you . . .
  -­‐ Anthony Freedman, Chairman Communications Council, Sydney Morning Herald, August 12 2011

I love the Sydney Opera House. Not just a national icon but a symbol of what it takes to realise a grand creative vision. A struggle and a refusal to compromise. To me there s a true depth of emotion to this beautiful valentine. The Ship Song itself, opening with Neil Finn – it s just everyone involved doing their job really, really well Nancy Hartley, SapientNitro, Campaign Brief, July / August 2011
Ship Song from Sydney Opera House. It s a song, a piece of viral content and an ad all rolled seamlessly together. Ian Perrin Zenith Optimedia CEO,The Australian, October 24, 2011

We made a short film, an audio track, an outdoor photographic exhibition, a documentary, a YouTube channel, a TVC and a cinema campaign

•  - 300k channel views on YouTube
•  - Documentary aired on Foxtel and Qantas In-flight
•  - High rotation on Music Max, ABC Radio
•  - Top 60 ITunes chart
•  - News coverage on all free to air TV and major press
•  - Ministry of Sound Compilation
  We touched millions – reach and sentiment couldn t be better
  Awarded best AD Campaign B&T Awards, Best Idea Creative Magazine, Top Ten Ad Campaigns Ad News, Nominated Cannes

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MOBILE
MOBILE
MOBILE
MOBILE

It s all about mobile
50% of Australia s top 100 brands have gone mobile Hyper-local approach

APPS
Wallet
Social
Gamification

Mobile Web
Advertising
Content
Check-Ins

We have seen just the beginning of the shift to social media. Social news curation will soon be mainstream, in which possibly the majority of people select their news, video, or audio consumption through the collective opinions of their personal networks, rather than going to individual media outlets. While we are hardly going to see the death of passive media, an increasing proportion of media consumption will involve sharing and conversation with friends and peers . Ross Dawson

THE EIGHTH STAGE

DIRECT  

SOCIAL    

MOBILE  

VIDEO  

OWN  MEDIA  

PAID  MEDIA  

INTEGRATION

STORY TELLING

ENGAGEMENT NOT VIEWS
RESULTS NOT LIKES
TRANSMEDIA / 360

Thanks . . .
vdoidge@sydneyoperahouse.com

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