The Sydney Opera House
#Comeonin
The Sydney Opera House is Australia’s most Instagrammed icon. But of the 8.2 million who visit and take a photo only 1% ever go inside.
So we turned photos into real-time invitations, inviting those right outside who posted a photo of the SOH to #comeonin for world-class exclusive experiences.
“The power of creative unlocked by technology.”
How it worked
Custom software using computer vision and geo-location helped us find recently posted photos of the iconic sails on Instagram. An on-site response team filmed and posted personalised video invites in real-time inviting users to #comeonin for unique experiences and to see a new side to the Sydney Opera House, the inside.
Invitees posted photos of their experience inside, changing perceptions of the House, one pic at a time.
In 4 weeks, over 5 million people saw a new side to the Sydney Opera with 126 unsuspecting Instagrammers invited to #comeonin generating 17 million impressions along with social engagements up 30% from campaign launch.
AWARDS
Cannes Lions, Gold, Mobile
Cannes Lions, Silver, Mobile
Cannes Lions, Silver, Mobile
Cannes Lions, Silver, Mobile
Cannes Lions, Silver, Mobile
Cannes Lions, Bronze, Direct
Cannes Lions, Bronze, Promo & Activations
Cannes Lions, Bronze, Media
Cannes Lions, Bronze, Media
Cannes Lions, Shortlist x 8
D&AD, Wood Pencil
SXSW Innovation Finalist
AWARD Awards, Silver, Digital
AWARD Awards, Bronze, Direct
AWARD Awards, Bronze, Digital
AWARD Awards, Shortlist x 3
Big Won Report, No.1 Ranked Mobile Campaign Worldwide
DDB Global Awards, Best Mobile Campaign
DDB Global Awards, Best Direct Campaign