The Brief

While the Sydney Opera House is an iconic building around the world, most Australians thought of the venue as an exclusive home to the classical arts and other 'elitist' events. An idea was required that changed this perception and positioned 'The House' as a destination with a diverse range of performances that are accessible to everyone.

Describe how the promotion developed from concept to implementation

We created The Ship Song Project and invited the world inside the iconic building, while showcasing a totally different side to 'The House'. The video was set to a re-working of Nick Cave's immortal ballad, 'The Ship Song', and featured performances by some of Australia's and the world's preeminent artists. It was launched online via a seeding program on social networking platforms. in conjunction with a live media event at the venue.

Describe the success of the promotion with both client and consumer including some quantifiable results

quantifiable results. In the 24 hours after its launch, the film clip was shared online 1.7 million times and was picked up by every major television news program and featured in every major Australian newspaper. There was also extensive coverage across international press. The single reached 34 on the iTunes singles chart and trended on Twitter and YouTube for four days. Over $2 million in free PR, editorial and social media was earned at launch. The Ship Song Project helped SOH achieve a 40% increase in ticket (August 2010 vs. August 2011). Best of all, $0 was spent on traditional media.

Explain why the method of promotion was most relevant to the product or service

Through the medium of a music video, people were able to access the most private parts of the building, thus discovering a space more intimate and accessible than just the clichéd sails that adorn the landmark