Ad Nut
May 8, 2018

Sydney Opera House unveils promotional pinniped

The landmark venue, with help from The Works and On Message, has introduced a chatbot based on a popular seal.

The Sydney Opera House yesterday introduced a Facebook Messenger-hosted chatbot to help promote its many performances and events. The chatbot's persona is based on a seal that hangs out around the landmark building.

If a talking seal seems a bit lighthearted for a place where operas are performed, that's exactly the point. The venue is trying to change a misconception that it only offers highbrow fare and reach a younger audience with news of the diverse range of events it plays host to. The Works won a pitch to tackle that challenge last year, working with sister specialist messaging agency On Message.

The bot uses an informal style and has access to more than 100 pieces of tailored content including images, videos, GIFs and live social-media content, according to the agency.

The launch campaign includes JCDecaux out-of-home advertising and an extensive social-media campaign—plus an 8m inflatable seal stationed near the Opera House:

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.

Related Articles

Just Published

2 days ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

2 days ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

2 days ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

2 days ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.