The typical attendee at a Brazilian Symphony Orchestra concert is over 65-years-old. To promote the concert season and attract young people to a genre of music they don't usually listen to, Artplan used classic movies to make them aware that they already like classical music. They just hadn't noticed. The banner ad campaign gave viewers a glimpse of the music behind the movies. As a result, the season's concerts were sold out and there was a 40% surge of young people in attendance.
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