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AMEB Centenary Year Celebration

By

  • Liquorice
  • Australian Music Examinations Board (AMEB)

Description

We worked with AMEB to help them reach out to their national audience and the greater music community during their 100th year. The aim of the Centenary brand and campaign has been to help the organisation further secure their solid position of importance in the future of our nation’s music education.

There’s a lot to talk about when celebrating AMEB’s past, present and future, and the campaign has provided AMEB with a platform to engage their existing community in meaningful and resonant ways, enriching their connection while building brand awareness and strengthening their position in the market.

Key Features

1

When it came to design, longevity was key. Maintaining variety in a yearlong campaign was critical (and challenging) and we developed assets rich in layers and details in order to provide that longevity. This helped ensure that audiences would keep coming back throughout the year as the campaign rolled out.

Our comprehensive program of brand activations, celebrations and keepsakes remind our audiences of the important role of AMEB. In addition to this, it has also proven to inspire action and involvement from the vast community across Australia.

2

Social media reach has exceeded expectations with the highest monthly impressions reaching 485k and some videos receiving in excess of 25k views. While the AMEB Online Orchestra project is proving to be a significant success for increasing engagement and goodwill. AMEB received 313 performer entries totalling over 1700 musicians playing their part from all over the country. The final video is set to be launched at Federation Square in September.

3

Our work has been integral to the success of Centenary year, helping to secure AMEB’s place as an industry leader and increase engagement with teachers, parents, students and past students. AMEB themselves say:

‘The Centenary logo, Centenary website, the Manual of Syllabuses cover, the beautiful Centenary book, various invitations, social media tiles, styleguide and myriad of small design features for day-to-day use – these have all been created with sincere and discerning consideration of who we are at the AMEB and how we wish to be viewed into the future.’
–Fiona Seers, Relationship and Development Manager

4

A key piece in engaging AMEB’s community of music students and teachers for the year, the AMEB Online Orchestra, was an exciting idea that came up very early through our workshops. Reiterating their place as one of the country’s most influential and inclusive music organisations – through social media and our Centenary website – AMEB has spent 2018 bringing together a nation of individuals and ensembles to contribute to a single epic composition of Waltzing Matilda.

By engaging their audience and inviting them to participate remotely in the year’s celebration, AMEB is generating conversation and brand recognition, making ambassadors of each and every participant.

5

* We created a series of templates for AMEB to use across their various social channels. The suite of templates allowed for a range of ‘Teacher’s Tips’ to be sourced and written.
* Launched at a special event at the State Library and standing as a lasting memento for the year was a limited edition, hardbound book. It serves as a rich archive of the organisation’s history and lasting legacy.
* Another important memento we designed for the year is the Centenary certificate.

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