How the Sydney Opera House delivered a social media-led campaign via DDB Sydney offering a more personal experience inside its famous sails
CB Exclusive – Over the summer DDB Group Sydney helped Australia’s most Instragrammed site, the Sydney Opera House, to invite locals and tourists alike, to explore what goes on inside the building that has transformed a nation.
The aim of the socially-led campaign is to encourage people to experience more of what the Opera House has to offer beneath the sails that have become so synonymous with Sydney. Throughout January and February, any visitors to the Opera House who posted a photo of the world-famous building on Instagram were in with a chance to receive a real-time video invitation to #comeonin for a personalised cultural experience.
A dedicated social team identified recently posted photos and then tagged the Instagrammer in a personalised video or photographic response inviting them inside the Sydney Opera House to enjoy a range of extraordinary experiences. These included behind-the-scenes private tours of the world-famous Concert Hall, a sound check with Jose Gonzalez, musician meet-and-greets, Bennelong kitchen tours, acrobatic lessons with cast of the acclaimed Blanc de Blanc and even a glass of bubbles before a show.
The campaign used social content, public relations and Samsung ambassadors to drive awareness of the transformative arts and culture, contemporary and classical music, inspirational speakers, creative shows for children and families, insightful tours and incredible cuisine.
Says Toby Talbot, DDB Group Sydney CCO: “The word ‘icon’ is so overused; I saw my local café advertise their ‘iconic muffins’ the other day. The Sydney Opera House, however, is a true icon. It’s been an absolute honour for DDB Sydney to partner the most famous building in Australia, one that truly represents the beating cultural heart of the nation.
“We’re incredibly proud of the #comeonin campaign. It’s been an extremely collaborative project as we called upon the myriad and diverse range of people and performers who work under the iconic sails. Through an exciting tech-based activation, we’re now giving Australians unprecedented access to life inside the House.”
Adds Peter Galmes, creative partner, DDB Group: “Our brief was simple. We were tasked to get more people to enjoy a more personal experience with what’s on offer inside the Sydney Opera House, rather than just taking a photo and posting it to social media. Using a personalised response mechanism and some hyper-local marketing we engaged the public, showing them a different perspective of what the Sydney Opera House has on offer.”
Says Sydney Opera House chief marketing officer, Anna Reid: “It’s been great to see Australians come in and explore the array of life-changing experiences on offer at our house, as we launched #comeonin this Summer. The campaign has truly stood apart from campaigns we’ve previously run and I’m incredibly proud of the work our team, together with DDB Sydney, has delivered.”
Sydney Opera House will be inviting guests to #comeonin to enjoy more surprise experiences until the end of February. For further information head to comeonin.sydneoperahouse.com or follow the campaign at instagram.com/sydneyoperahouse
Toby Talbot, Chief Creative Officer, DDB Group
Peter Galmes, Creative Partner, DDB Group
Shaun O’Connor, Creative Technology Director, DDB Group
Trong Ronakiat, Art Director, DDB Sydney
Shane Geffen, Copywriter, DDB Sydney
Sora Nobari, Executive Producer, DDB Group
Nicole Taylor, Managing Director, DDB Sydney
Mandy Whatson, Managing Partner, DDB Sydney
Fran Clayton, Director of Planning, DDB Sydney
Sevda Cemo, Head of Integrated Content, DDB Sydney
Anna Wright-Hands, Producer, DDB Sydney
Isabella Harris, Production Co-ordinator DDB Sydney
Robert Crispe, Content Director DDB Sydney
Fraser Kelton, DOP/Editor DDB Sydney
Tina Alldis, Head of Corporate Band – Mango Sydney
Alyce Cowan, Account Director – Mango Sydney
Lauren Mason, Account Manager – Mango Sydney
Danny Grifoni, Sound Engineer, DDB Sydney
Kieren Cooney, CEO, Interbrand
Sydney Opera House:
Anna Reid – Chief Marketing Officer
Kate Kenna – Lead Campaign Manager
Nicolas Gronier – Strategy, Planning and Media Manager
Casey Rogers – Campaign Manager, Visitor Experience
Kate Courtenay – Marketing Coordinator
Holly Jain – Digital Content and Social Media specialist