Volume Making Music in Aotearoa was a home grown exhibition celebrating the rich history of music in New Zealand.
Inpired by the music of Aotearoa from the early days of pie shop rock and roll through to the rhythmic beats of South Island drum & bass this highly interactive exhibition was packed full of musical memorobilia, hands on digital interactives, collectable content and exlcusive stories from our musical past.
Our campaign objective was to generate visitation to the exhibition across a wide range of demographics, from independent adults with an interest in a music niche, to busy parents looking for a family friendly activity.
Bringing together a mix of rich video content, social media and display advertising as well as rich content experiences allowing audiences to get a flavour of the exhibition from their own home.
A small sample of the overall campaign can be viewed here. Behind the scenes content captured the process of developing an exhibition from ideation to construction in the exhibitions hall, competitions and incentive driven campaigns achieved buy in from our more challenging youth audience.
Volume Making Music in Aotearoa aimed to share the full story of music in new Zealand, but how do we tell the story of right hear and now, the artists producing and performing in the city each week, the sound of New Zealand today?
Answer, we turn the Museum into a live venue…
The Volume Sessions were a series of four music films recorded live for both audio and visual in the varied spaces throughout the museum.
Each film featured an up and coming New Zealand artist, Raiza Biza, Estere, Campbell and Louis Baker performing a song of their choice in a unique museum venue including the Grand Foyer, Music Gallery, Maori Court and even the museum roof.
The Auckland Museum website became a content hub and the ultimate destination of all online marketing efforts. Each week new content and experiences would be added to the website encouraging repeat visitation and conversion into visiting the exhibition and associated Volume programming.
The digital campaign sought to attract new, younger, audiences to the museum and this was achieved through rich content delivered in the right channels. Inclusion of social media triggers throughout the exhibition encouraged active participation and social sharing and this was seen with a large uptick in positive social media sentiment.
If you like what you see and want to work together get in touch!
