SYMPHONY FROM AN UNEXPECTED PLACE

TitleSYMPHONY FROM AN UNEXPECTED PLACE
BrandJAMES BOAG
Product / ServiceALCOHOL
CategoryA05. Use of Original Composition for a Brand or Campaign
EntrantONE GREEN BEAN Sydney, AUSTRALIA
PR ONE GREEN BEAN Sydney, AUSTRALIA
Idea Creation ONE GREEN BEAN Sydney, AUSTRALIA

Credits

Name Company Position
Pia Chaudhuri One Green Bean Creative Director
Alistair Ferrier One Green Bean Head of Production
Sarah Rhodes One Green Bean Account Director
Tim Rasbash One Green Bean Project Manager
Nick Ryan Nick Ryan Music Creative Director and Project Lead
Daniel Jones Nick Ryan Music Technical Director
Dave Jansen Infinity2 Executive Producer
Amy Jarman Infinity2 Producer
Post Production Infinity2 Post Production

The Campaign

We conceptualised a world-first musical instrument – The Meteorphonium - that transformed live meteorological data into sound – realising the journey from ‘rugged’ data inputs to a ‘refined’ musical symphony. James Boag: Symphony from an Unexpected Place. We commissioned Nick Ryan, BAFTA award-winning composer/sound engineer, to build our Meteorphonium. The instrument consisted of 9 hand-made bronze singing bowls of varying sizes built around a circular Tasmanian Oak ring. A solenoid transmitted electromagnetic changes, which vibrated inside each bowl causing different sounds. The instrument also included: • Connecting weather station • 8 ‘Meteorphones’ reactive to luminosity shifts • 2 custom-built curved analog synthesisers Its components responded musically to weather conditions in a unique way, dictated by a rule based ‘score’ with the weather as its ‘conductor’. These interactions with the environment produced an evolving piece of music - representing the journey from Tasmania’s rugged data inputs to a refined musical symphony.

Creative Execution

To launch the James Boag Symphony from an Unexpected Place, we created an immersive brand experience for top tier media and influencers in the depths of the Tasmania’s forest - where The Meteorphonium played the refined musical symphony, crafted directly from the surrounding Tasmanian landscape. Bringing the James Boag brand story – Rugged Yet Refined - to life in an unexpected way. The experience positioned James Boag in new territories with media across innovation, culture, and arts and elevated its premium brand perception. Continuing with unexpected moments, we announced that The Meteorphonium would travel to the Melbourne Cup to create the ‘2015 Symphony of the Melbourne Cup Carnival’. The instrument became the centerpiece at the James Boag marquee at Flemington racecourse’s Birdcage – resulting in strong earned and social media pickup, and delivering the James Boag Symphony and ‘Rugged Yet Refined’ concepts to stakeholders, media and guests in attendance.

‘Symphony from an Unexpected Place’ delivered a total campaign reach of 165,592,500, giving every single Australian five opportunities to see the campaign. It achieved 46 minutes of branded TV coverage; x9 bespoke features and 90% of coverage featured branded comment. James Boag maintained a media value of 2% 2014-2015 (2.1% 2013-2014). Removal of Channel 7 broadcast integration was the primary contributor towards this change. The Meteorphonium drove sophistication/stylish brand perceptions for James Boag; almost three-quarters (72%) of ‘JBP adorers’ reported James Boag’s Melbourne Cup Carnival sponsorship makes James Boag more ‘sophisticated’ and more ‘stylish’. The Melbourne Cup Carnival event presence delivered positive brand consumption behaviour; overall consumption metrics increased 1 week pre-event to post event based on event interactions. The behaviour shift was retained amongst the attendee sample eight weeks post event; James Boag adorers & buyers increased from 38% pre-event to sit at 50% eight weeks post.

James Boag needed an original concept to cut through a cluttered sponsorship environment. We identified the marriage of beer with music as one that would deliver the brand’s story ‘from the rugged wilds of Tasmania to a refined beer’ in a disruptive way. We conceptualised a world-first musical instrument – The Meteorphonium - that could transform live meteorological data into sound – realising the journey from ‘rugged’ data inputs to a ‘refined’ musical symphony. With no paid media budget, the campaign relied entirely on this bespoke piece of composed music as a key asset to leverage and deliver its sponsorship

OGB identified a trend towards immersive, experiential brand experiences, and the partnership of beer with ‘refined’ music as one that would disrupt the audience, demonstrate premium and showcase the brand story outside of usual channels. A bespoke piece of music would help bring to life the process through which James Boag refines natural elements from Tasmania’s environment, into something that is smooth and refined.

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