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.
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.