VOLUME
SOUTH

Overview

Volume Making Music in Aotearoa was at the time the largest homegrown exhibition at Auckland Museum, sharing the story of music in Aotearoa this exhibition was the first of it’s type to tell this story in New Zealand.

Once this exhibition had finished the plan was to roll the concept out to cities and suburbs across the country to explore the music story in these areas, the first of which was Volume South, sharing the story of the sights and sounds of South Auckland, an area famous for it’s music.

This exhibition would reside inside the Manukau MIT campus with a strong student audience the campaign targeted specific demographics in this area with punchy visual and audible assets, social media animation and more.

My role for this project covered creative direction, film direction and editing, campaign management, animation, social media and advertising.

Locking Up

Creation of a series of visual appealing animated and video assets was key to create a campaign that would cut through on social media with the audiences we were keen to target.

Leveraging the brand style for Volume South I created a series of animated stings that could be used as credits or as stand alone advertising creative on digital billboards and campus screens.

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Contribute Social

The exhibitions Volume Making Music in Aotearoa and the subsequent exhibition Volume South relied heavily on guest contributions to tell the story of music in New Zealand.

As part of the content layer of the Volume South campaign I capured images of the contributors next to their submission and captured a short interview with each person.

These intimate stories were shared on social media and proved very popular with audiences online and added an extra depth to the content within the show.

Contribute Social

The exhibitions Volume Making Music in Aotearoa and the subsequent exhibition Volume South relied heavily on guest contributions to tell the story of music in New Zealand.

As part of the content layer of the Volume South campaign I capured images of the contributors next to their submission and captured a short interview with each person.

These intimate stories were shared on social media and proved very popular with audiences online and added an extra depth to the content within the show.

Previous
Next

Campaign

The Volume South digital marketing campaign focused on two main strategies, above the line digital advertising targeting specific audiences with interests linked to the exhibition to drive visitation and a data gathering strategy to define audiences and then turn this information into more targeted advertising, further increasing traffic.

Digital advertising utilised content from the show to create a hero video asset as well as HTML5 banners featuring photography also used within the show was then delivered across social media, GDN network and on specific websites.

I used a bespoke competition platform to run a promotion and used the entrants emails to develop lookalike audiences for targeting in programmatic advertising campaigns.

Results

The Volume South exhibition had a limited budget for marketing and so to ensure a successful campaign I invested the majority of the digital budget in media and took up the production of assets myself. By creating a mixed media campaign featuring video, animation, photography and social I was able to deliver high visibility across a lot of digital touch points resulting in consistent visitation to the exhibition.