We used banners on Youtube to attract people to a website where the same classic movies videos from Youtube were embedded and synced with the orchestra playing the theme songs from these movies.

People would then realize that there was always a classical music behind the classic movies they love. This way we changed the perception of the classical music genre and the Brazilian Symphony Orchestra could be entertaining for a broader audience.

Using classic movies on Youtube allowed the creative execution in an environment dominated by the target audience in question. These medias combined guaranteed success in the dialogue with a younger audience than the usual one. This ensured efficacy in the intention of renewing the amount of admirers and attract more people to the concerts.

By demonstrating that classical music is in inserted in the daily lives of people more than they realize, the Brazilian Symphony Orchestra drew attention to a portion of the audience who, until then, was not used to consuming the genre, or attending such events. The answer came through a significant renovation to the age group of the audience, with a 40% increase of young audience at the concert. And the tickets sold out for this year’s season.