85% of the OSB’s audience is made up of senior citzens. In order to renew the audience, it was necessary to incite the taste for classical music in the culture of younger people. It's hard to change habits of teenagers and young adults. Usually our campaigns have an impact in a short period of time. To really change the perception of classical music and the orchestra we had to go deeper. We had to plant the seed among children. Children don't have established habits and tastes. Everything is new and that's the exact moment that is possible to insert classical music in their culture.

Based on the fact that famous cartoons are orchestrated,we recorded the orchestra playing complete episodes from several cartoons, everything from the soundtracks to the sound effects.In partnership with one of the largest children's TV channels in Brazil,we launched a free tablet app.Before the cartoon starts, children just needed to point the tablet to the TV to synchronize and listen to the orchestra playing throughout the entire episode.

With this fun experience, we were able to introduce classical music during an educational moment of life and also have shown the parents that they already liked classical music.They just didn’t notice it.

We managed to insert classical music into the children's culture in a key phase of their lives, before they grow up and build a personality of their own and close their minds for everything that is not already part of their own tastes and attitudes. We plant the seeds that will flourish later. The tablet app + TV cartoon combo was clear and effective as we were not selling concert tickets or promoting the orchestra in a obvious way. It was pure entertainment but with a direct impact on the orchestra's image and relevance among children. We created a demand that will last forever: the taste for music and art.

- Over 20.000 downloads.

- More than 500.000 children impacted.

- A 60% increase in the number of children at the Orchestra concerts.