Tate Tracks Campaign

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Tate Tracks Campaign

• Tate Modern

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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.
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The campaign

• http//www.youtube.com/watch?vS10QU8n3ulc

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Art inspiring art campaign
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.Its the 1st of its
kind.
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The impact of a target audience on a campaign in
a technology driven world
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.
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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/
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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.
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This is what the great minds thought !

• 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."

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• 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.Inspirationa
  l.

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• 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.

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Comparison between Adverts
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 .
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The advert of Tate Britain
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Would this kind of concept applicable to other
art galleries and museums
This 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 .
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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.

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Nivedhitha Ramesh (Nivi) MA Creative
Advertising 2007-2008 Applied Technology