Tate Tracks Campaign

Tate Modern

The Big idea

The campaign attempted to draw a younger audience to the

museum and did so by inviting hip musicians such as Chemical

Brothers and Graham Coxon from Blur to walk the gallery and find

a piece of work that inspired them. Each musician then wrote a

track of music that was released exclusively inside the museum via

listening posts in front of the artwork offering visitors the unique

opportunity to experience the music in the same place that it

originated.

The campaign•http://www.youtube.com/watch?v=S10QU8n3ulc

The Tate track campaign is very unique.Music is the main

attribute in this campaign.The idea of using one art to promote

another form of art is simply brilliant.Technology has been used

innovatively.It also has a very interesting media line.The

timing to release every track is a clever act which increased the

curiosity of the target audience and also visit Tate

frequently,since the tracks were initially available only in the

gallery.It’s the 1st of its kind.

Art inspiring art campaign

The creatives have analyzed the interests of the target audience and have

collaborated it well with the product to persuade the target audience to

come to the gallery. Listening posts and digital have made it very

interesting. The media sequencing is different and modern. The

campaign initially has used modern media like listening posts, digital and

then the traditional media like A2 posters, stencils , fly posters and radio

spots.

The impact of a target audience on a

campaign in a technology driven world

The target audience for this campaign is challenging . The way the campaign

has drawn the audience to Tate is really amazing . The website is interactive

and enables the user to have the same experience as visiting the gallery while

listening to the tracks. The sequence between each media is also one of the

main reasons for the campaign to be a great success.http://www.tate.org.uk/modern/tatetracks/

Integration between digital and

print The campaign is well integrated . The digital to print,and then radio was a

good choice for this kind of a campaign . Initially they concentrated on the

listening posts and digital . The print adverts and stencils guided the target

audience to the website .This campaign could go further reaching a larger

audience. They also organized a major online competition “The your Tate

competition” for 16-24 yr olds to create music inspired by the art in Tate

Modern . Tate modern collaborated with myspace to allow musicians to

register via myspace and play their tracks in them.

Hear the winning track and find out more about Kotki Dwa at www.myspace.com/kotkidwa.

•One Club CEO Mary Warlick described the campaign as "the ultimate innovation in audience interaction."

•John Butler of Butler Shine & Stern said, "Tate Tracks was just a really smart way for them to get young people into what I consider to be a fairly stiff place. I think they got in there and made more than just an ad campaign they changed brand

regard amongst a tough, cynical target."

This is what the great minds thought !

•BBH's Amee Shah, added: "It was simple, but so original. And most important, they put their money where their mouth is and made it happen."

•Judge Kathy Hepinstall called the Tate work "a brilliant, innovative, interactive idea."

•Prasoon Joshi : McCann Erickson India“ Loved the Tate museum work”

•Education UK - “Innovative.Individual.Inspirational”.

•“Tate Tracks An innovative project by London's Tate Modern art gallery has commission new tracks from several UK musicians. The result is a series of works that use sound to complement sculpture, photography and painting”- Claire Colley

•The Your Tate Track competition demonstrates BT's innovative approach to working with Tate Online, not only to broaden access to the arts but also to provide creative ways to engage younger audiences via the internet,said Paul Simon, head of sponsorship at BT.

The target audience play a major role in defining an advert . An advert

for Tate Britain created by the same advertising agency who created Tate

tracks differs a lot . The whole approach to the Tate Britain campaign is

very different. Its very traditional ,catering to entirely a different

audience .The target audience of Tate tracks campaign demand

something really different and hence they have taken this kind of new

approach .

Comparison between Adverts

The advert of Tate Britain

Would this kind of concept

applicable to other art galleries

and museumsThis kind of concept could work for art museums depending on the target audience. This is an advert of art promoting art and hence it works well as a campaign.Music works for any product and there are some adverts where people remember for the music but this idea of bringing the audience towards a product through music might not be applicable for all products .

How far can this campaign go ?

• Bluetooth technology- this will allow people who come to Tate Modern to get the tracks onto their phones.

• I-mobile - Through this people can get online through phones and access the Tate website . Get to know more about the latest developments etc .

• Pod casts- this would also help the campaign to reach the right target audience and keep them informed about the updates.

Nivedhitha Ramesh (Nivi)

MA Creative Advertising 2007-2008

Applied Technology