YOUTUBESYMPHONY

CASE STUDY

CAMPAIGNMaking Tracks

CLIENTTourism Australia

AGENCIESDDB Sydney

BACKGROUNDAfter a sell-out performance at New York’s Carnegie Hall in 2009, YouTube selected the Sydney Opera House to host its YouTube Symphony Orchestra 2 (YTSO2) in March 2011. YTSO2 brought together classical musicians from across the world via online auditions for a week-long musical festival.

Full case study at: marketingmag.com.au/case-studies

OBJECTIVESThe objectives of Tourism Australia were to maximise the attention of the festival, showcase Australia to the world and inspire both Australians and international visitors to explore Australia. The event provided an opportunity for Tourism Australia to tap into its experience-seeker target market through a culturally diverse program connected to music and the arts.

Full case study at: marketingmag.com.au/case-studies

STRATEGYThe creative solution to maximise interest in the concert and to showcase Australia to the target audience was to challenge members of the visiting orchestra to create a musical track influenced by the world’s most inspirational country – Australia.

Full case study at: marketingmag.com.au/case-studies

EXECUTIONFour orchestral musicians were paired with contemporary Australian musicians to travel to various parts of the country. They would absorb the landscape, people and experiences and then compose an original score of music inspired by their adventure, to be accompanied by a series of films featuring rich visuals of the awe-inspiring backdrop of Australia.

Full case study at: marketingmag.com.au/case-studies

RESULTSEach episode was broadcast through YouTube in the lead-up to the final performance and, at the time of writing, had received over 2.7 million views.

The YTSO2 concert itself has been viewed by 33 million globally with 11.1 million live streams, making it the most watched live music concert on YouTube (ahead of U2, which pulled in 10 million viewers).

Full case study at: marketingmag.com.au/case-studies

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