In spite of its prominance amongst those within the sector, the Queensland Conservatorium barely registered on the social or cultural radars of the greater public. This meant that audiences numbers at throughout their concerts series from one year to the next was abysmal. With this in mind, we aimed to influence the influencers and create a life long audience of classical lovers who would be eager to not only attend one concert, but also multiple in the annual series.
All you see and read from here on in are examples of what has been executed in this video. They are elements of a broader campaign to engage and excite - to unleash classical music upon a younger audience.
Medium: A3 Posters
Target: 18-30yo Brisbane Hipsters eager for new forms of entertainment
Target: 18-30yo Brisbane Hipsters eager for new forms of entertainment
Role: Copywriting
Shareable, collectable and witty - who wouldn’t want a wondersome poster? Playing off the hipster’s love of puns and witty banter, we have created a series of music inspired posters to be plastered up around their preferred cafes and the streets along which they ride their beloved ‘fixies’. The sharing factor is directly higlighted by our social icons and we fully encourage our hipsters to take the posters for themselves to be hung up at home.
Shareable, collectable and witty - who wouldn’t want a wondersome poster? Playing off the hipster’s love of puns and witty banter, we have created a series of music inspired posters to be plastered up around their preferred cafes and the streets along which they ride their beloved ‘fixies’. The sharing factor is directly higlighted by our social icons and we fully encourage our hipsters to take the posters for themselves to be hung up at home.
Campaign: Wondersome
Medium: Ambient Chalk Art
Target: 18-30yo Brisbane Hipsters eager for new forms of entertainment
Quick, affordable and inspiring - that’s chalk graffiti. Utilising lyrical, musically inspired copy, we can weave a trail of inspiration in amongst our hispter’s natural habitat. As they go from cafe to bakery to book shop, they will see this copy and wonder where the hastag will lead them if shared via Twitter or Instagram.As an added plus for the truly inspired, in cafe locations they will find a wondersome piece of chalk. Using this they can add their own words of wonder to our pieces or they can create their own - spreading the wondersome.
Medium: Ambient Chalk Art
Target: 18-30yo Brisbane Hipsters eager for new forms of entertainment
Quick, affordable and inspiring - that’s chalk graffiti. Utilising lyrical, musically inspired copy, we can weave a trail of inspiration in amongst our hispter’s natural habitat. As they go from cafe to bakery to book shop, they will see this copy and wonder where the hastag will lead them if shared via Twitter or Instagram.As an added plus for the truly inspired, in cafe locations they will find a wondersome piece of chalk. Using this they can add their own words of wonder to our pieces or they can create their own - spreading the wondersome.
Campaign: Wondersome
Medium: Advant Cards (100x55mm)
Target: 18-30yo Brisbane Hipsters eager for new forms of entertainment
Collectable, quirky and magical - this is our Tree of Life and its free wondersome bracelets. Strung from one of the largest and most prominent trees within our hipster’s preferred strip of cafes and vintage stores, they will be abe to grab a card inscribed with wondersome acrostic poetry and a simple but sweet bracelet which can be worn everyday, right up until the big Wondersome event. Once again, this is a perfect execution for sharing - our Instagram savvy hipsters will capture this and proactively share it with the all-important hashtag. As the day rolls in, this will draw more and more people to our tree.
Medium: Advant Cards (100x55mm)
Target: 18-30yo Brisbane Hipsters eager for new forms of entertainment
Collectable, quirky and magical - this is our Tree of Life and its free wondersome bracelets. Strung from one of the largest and most prominent trees within our hipster’s preferred strip of cafes and vintage stores, they will be abe to grab a card inscribed with wondersome acrostic poetry and a simple but sweet bracelet which can be worn everyday, right up until the big Wondersome event. Once again, this is a perfect execution for sharing - our Instagram savvy hipsters will capture this and proactively share it with the all-important hashtag. As the day rolls in, this will draw more and more people to our tree.
Medium: Branded Event
Target: 18-30yo Brisbane Hipsters eager for new forms of entertainment
Target: 18-30yo Brisbane Hipsters eager for new forms of entertainment
Role: Copywriting & concept development
There’s a tent. A tent of wonder and of awe. It sits in a quiet corner of a park, at the end of a trail of lights. Inside this tent sits a box, one that is big and is red. What’s inside? Nobody knows. One by one, hipsters will arrive. They’ve been waiting for this ever since they saw that other big red spectacle in the square and the creatve chaos near their favourite West End cafe. Tonight is when the mystery is revealed. Tonight is when they finally discover that something new that they’ve been searching for.
Rationale
Wondersome Eve is what our eWOM and general creative is intended to build toward. We could think of no better closer or final reveal than to have a magical event just a week prior to the start of 2013 orchestra season. The event will be held in the City Botanic Gardens and shall involve fine food, drinks, frivolity and a wondersome performance by members of the Con orchestra - who will be revealed by an opening of the box sitting at the centre of the event space.
This is what will cement the idea of what wondersome is and how it relates to the orchestra. From here our hipsters will be invited to purchase tickets for one, two or a whole season of concerts. Wondersome Eve will also be an opportunity for a third and final YouTube video - but this element is up to the Con as to whether or not it is necessary.
