Shaun O'Connor – Creative Director
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Sydney Opera House – #comeonin

Sydney Opera House – #COMEONIN

 

8.2 million people visit the Sydney Opera House yearly. Most take photos of the outside and move on, making it the most Instagrammed icon in Australia. 

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. 

 
 

#comeonin – step by step – how the experience played out.

 

#comeonin – case study

 
 

Instagram photos became personalised experiences on the inside. In turn, their experiences became new pieces of content, extending our campaign reach further to consumer channels.

Technology and social media can provide anyone around the world with a view of the Sydney Opera House, not an experience. 

Our use of technology opens the building for all to see, inviting them in whilst remaining invisible throughout.

This campaign was recognised at Cannes 2016 with 10 lions : gold in mobile,  silver and bronze in digital, mobile and social.  #comeonin was also identified as best mobile design by D&AD.

 
 
 The experience played out just like this, people outside were given a personalised view into where the real beauty is, the inside.

The experience played out just like this, people outside were given a personalised view into where the real beauty is, the inside.

 

On site signage, eluding to the #comeonin experiences.

 

Campaign page on the Sydney Opera House website.

 

Engineering

Systems Architecture
Computer Vision Programming
Front-end Development
Back-end Development
Google Cloud

Creative Direction

Creative Direction
Concept Development
Art Direction
UI & UX Design
Visual Design
Motion Design