presentation / digital strategy at sydney opera house - victoria doidge

Australia Council Marketing Summit

May 2012

Victoria Doidge vdoidge@sydneyoperahouse.com

Performing Arts

SOCIAL

VIDEO MOBILE

POST MODERN VALUE SYSTEMS (ANDY HINES)

AUTHENTICITY

CONNECTION

ANTI CONSUMERISM

SELF EXPRESSION

ENOUGHNESS

SOCIAL SOCIAL SOCIAL SOCIAL

68% more likely to remember

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

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

Focus on engagement as well as views

Research what resonates - then move into creative

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

Hyper-local approach

It’s all about mobile

50% of Australia’s top 100 brands have gone mobile

APPS Mobile Web

Wallet Advertising

Social Content

Gamification 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

DIRECT   SOCIAL     MOBILE   VIDEO   OWN  MEDIA   PAID  MEDIA  

THE EIGHTH STAGE

INTEGRATION

STORY TELLING ENGAGEMENT NOT VIEWS

RESULTS NOT LIKES

TRANSMEDIA / 360

Thanks . . . vdoidge@sydneyoperahouse.com