SAVE AN ORCHESTRA by Euro Rscg Amsterdam for THE METROPOLE ORCHESTRA

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SAVE AN ORCHESTRA

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Industry Cinemas, Theatres & Concert Halls
Media Case study
Market Netherlands
Agency Euro Rscg Amsterdam
Art Director Demy Sapthu
Copywriter Huibert-Jan Van Der Fange
Released June 2012

Awards

Golden Awards Of Montreux 2013
Digital Interactive Online Campaign Gold Medal

Credits & Description

Type of entry: Use of Media
Category: Best Use of Branded Content & Sponsorship
Advertiser: THE METROPOLE ORCHESTRA
Product/Service: THE METROPOLE ORCHESTRA
Agency: EURO RSCG AMSTERDAM, THE NETHERLANDS
Advertiser THE METROPOLE ORCHESTRA
Product THE METROPOLE ORCHESTRA
Entrant EURO RSCG AMSTERDAM, THE NETHERLANDS
Type of Entry: Use of Media
Category: Best Use of Branded Content & Sponsorship
Title: SAVE AN ORCHESTRA
Advertiser/Client: THE METROPOLE ORCHESTRA
Product/Service: THE METROPOLE ORCHESTRA
Entrant Company: EURO RSCG AMSTERDAM, THE NETHERLANDS
DM/Advertising Agency: EURO RSCG AMSTERDAM, THE NETHERLANDS
Creative Director/Art Director: Peter Hamelinck (Euro RSCG Amsterdam)
Creative Director/Copy Writer: Thijs De Boer (Euro RSCG Amsterdam)
Art Director: Demy Sapthu (Euro RSCG Amsterdam)
Copywriter: Huibert Jan Van Der Fange (Euro RSCG Amsterdam)
Strategy Director: Remko Herremans (Euro RSCG Amsterdam)
Account: Budi Gonzalez De Chaves (Euro RSCG Amsterdam)

Results

An official #1 hit (2500+ downloads i-Tunes), a Golden Record, and: impressed by the entrepreneurship of the Orchestra, on December 12th Parliament decided that the Metropole Orchestra had proved through public opinion to be an extremely important part of Dutch culture and that independence was clearly possible. The Metropole Orchestra got what it needed: the opportunity to gradually grow towards its independence with an €11m transitional subsidy for 4 years.
The PR campaign secured 150+ publications, reaching 5m+ Dutch citizens with an estimated PR value of €3m+. Publications included TV shows, newspapers, radio and online.

Creative Execution

We came up with something the Orchestra - that has always been in the shadow of leading artists - had never done before: A #1 hit in their own name. We got Holland’s most successful songwriter and composer and the biggest Dutch radio station on board. We recruited, live on radio, a dozen of our most famous artists. The single, 'World Wide Orchestra' premiered live on Radio 538 on November 18th. Using the natural allies of the Orchestra (radio programs and TV-shows) to get the ball rolling, a PR campaign gave the Metropole Orchestra the opportunity to tell their story in every Dutch media. Days later the single received a Golden Record, which was presented to a prominent member of Parliament. Just before the final government cuts debate we launched the Facebook-campaign: Win a Metropole Orchestra concert in your living room. The Metropole Orchestra was topic of conversation throughout Holland.


In October 2010, the most conservative government ever came to power in The Netherlands. Art & Culture were dismissed as left wing hobbies. It was announced that Holland’s foremost orchestra for Jazz and easy listening music, the Metropole Orchestra, would lose their subsidy - a drop from €6.5m per year in funding, to zero... We had to convince the cost cutting Dutch government in a positive way that the Metropole Orchestra is a vital part of Dutch culture and possesses enough entrepreneurial spirit to stand on its own feet in the future. Showing the Dutch general public and the Dutch government that the Orchestra is alive, entrepreneurial and successful would make Parliament think twice, before they pull the plug. You just don’t kill a #1…