#comeonin - Sydney Opera House
The Sydney Opera House is Australia’s most Instagrammed icon. But only 1% who take a photo ever go inside. So we turned photos into real-time invitations. Custom software using computer vision and geo-location helped us find 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. Hundreds of photos were turned into private wardrobe tours, sound checks, acrobatic lessons and more, leading to over 5 million people seeing a new side to the Sydney Opera House, the inside.
"This flips how we understand location-based marketing." - Thea Frost, D&AD Trainning
"The perfect example of creating accidental and deliberate experiences that have personal relevance to the audience." - Matt Eastwood, CCO, JWT
"The power of creative unlocked by technology." - Mark D'Arcy, Global CCO, Facebook
Award
Most awarded Campaign in Australia at Cannes Lion
#1 Mobile campaign in the world - Won Report
Cannes Lions / Mobile / Gold x1 / Silver x3
Cannes Lions / Direct / Silver x1 / Bronze x 1
Cannes Lions / Media / Bronze x2
Cannes Lions / Promo / Bronze x1
Cannes Lions / Shortlist cyber, digital craft and creative data x 8
D&AD / Wood Pencil / Use of Social Media on Mobile
Facebook Award / Global winner in Wow category
Facebook Award / Global finalist in Like category
SXSW Interactive Innovation Awards / Inovation In Connecting people / flnalist
B&T Award / Best use of Social Media