Melbourne Symphony Orchestra

We knew that the MSO, and orchestral music in general, is often perceived as being inaccessible, elitist or requiring some specialist practical understanding of the theories of music in order to be enjoyed.

How do you challenge the misconception?

We needed to demonstrate that you shouldn’t have to know anything at all.

Because it’s something that you feel.

So we let people feel it for themselves.

Literally.

So what was our strategy?

Immerse a mass of people in a richly detailed setting.
Make it larger than life, prompting childlike wonder.
Capture that experience and broadcast it to everyone else.

To launch Single Ticket sales for Melbourne Symphony Orchestra’s 2014 Season, BWM Group’s Sputnik Agency gave 50 unsuspecting commuters the chance to conduct one of the world’s finest orchestras.

We transformed Melbourne’s busiest train station into a spontaneous concert hall, making national news headlines within hours, with syndicated broadcast coverage across television, radio and online.



On Twitter, @melbsymphony and #feelitmso were trending at #1 and #2 in Australia.

The 4min film attracted worldwide attention, featuring on blogs from Japan to Europe, and the event ranked #2 in International Arts Manager’s Five of the best orchestra flash mobs.

And, importantly, the MSO smashed their campaign sales targets by over 10%.



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