The purpose of the campaign was to increase the audience of the Brazilian Symphony Orchestra. We filmed the orchestra playing themes of classic movies and used YouTube to make people realize they already like classical music.

The creative performance was completely relevant to renew the quantity of fans and attract more people to attend the concerts of Brazilian Symphony Orchestra. Besides impacting the target audience on YouTube, where its presence is massive, the surprising manner through which the communication was made guaranteed success in dialogue with an audience younger than usual.

We used banners on You Tube to attract people to a website where the same classic movies videos from You Tube 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.

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.