Switch behind the film

How to attract people to a music genre they don’t usually listen to

The audience of classical concert is an older generation. To attract young people, Brazilian Symphony Orchestra has used a channel where they could reach a younger audience. Great movies have great music and behind each piece of great music, there is a symphonic orchestra. They shot the orchestra playing classic movies themes and used YouTube to make people realize they already like classical music. By showing banners when playing classical movies like E.T., Jaws or Starwars the viewer was able to go behind the scene to look at the orchestra. Classical music. We already like it. We simply didn’t notice it
TitleClassicals behind the Classics
Campaign Classicals Behind The Classics
Advertiser Brazilian Symphony Orchestra
Brand Brazilian Symphony Orchestra

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