CONCERT FOR THE PEOPLE for Philharmonic Orchestra Of Hamburg

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CONCERT FOR THE PEOPLE

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Industry Cinemas, Theatres & Concert Halls
Media Promo & PR, Case study
Market Germany
Released July 2012

Credits & Description

Category: Best Use of Live Events and or Celebrity endorsement
Advertiser: PHILHARMONIC ORCHESTRA OF HAMBURG
Product/Service: ORCHESTRA
Chief Creative Officer: Oliver Voss (Jung von Matt)
Chief Creative Officer: Armin Jochum (Jung von Matt)
Creative Director: Fabian Frese (Jung von Matt)
Copywriter: Dr. Stefan Fockenberg (Jung von Matt)
Copywriter: Fabian Bill (Jung von Matt)
Copywriter: Jan-Florian Ege (Jung von Matt)
Art Director: Julia Ziegler (Jung von Matt)
Art Director: Simon Hiebl (Jung von Matt)
Designer: Tobias Fritschen (Jung von Matt)
Account Supervisor: Anke Goebber (Jung von Matt)
Account Manager: Sandra Huckenbeck (Jung von Matt)
Public Relations/Executive: Joachim R. Kortlepel (Jung von Matt)
Public Relations/Executive: Lutz Nebelin (Jung von Matt)
Director: Mario Zozin
Photography: Marcel Schaar
Online Design: Stefan Bothe (giraffentoast)
Online Design: Holger Markewitz-Peters (giraffentoast)
Marketing Management: Milena Ivkovic (Philharmonic Orchestra of Hamburg)
Film TV-Producer: Erste Liebe
Technical Conversion: Michael Schmidt (Hamburg1)
Media placement: Life Concert - 50 Locations In Hamburg - March 2nd 2009
Summary of the Campaign
Tens of thousands of people in the streets of Hamburg and countless users of our media became concertgoers and experienced Brahms’ 2nd Symphony as it has never been heard before. And all they had to pay were their attention. While the Philharmonics were at it, they earned publicity value of the tune of 2.5 million Euros – at a cost of only 12,000 Euros.And after this specific event, the number of average visitors per regular show increased by 12.3%.
The Goal
The Hamburg Philharmonic Orchestra is a world-class ensemble. Despite this, in its own backyard it doesn’t get the attention it deserves. So if the people won’t come to the orchestra, let’s bring the orchestra to the people.
Results
Thousands of people visited the concert and hundreds of thousands clicks were monitored on the Philharmonic’s website. TV stations, newspapers, blogs and websites from Germany and abroad ran reports on the concert. The ticket sales increased and last but not least: the Guinness Book of World Records gave us a certificate!
Execution
To bring the classical music of the Hamburg Philharmonics to the people, we turned the whole city into the world’s biggest concert hall.Scattered across 50 different locations, 100 musicians followed their conductor Simone Young via Live TV broadcast, turning the streets of Hamburg into a vast orchestra pit. Bystanders in Hamburg and internet users all over the world formed an enthralled audience.
The Situation
The Hamburg Philharmonic Orchestra is a world-class ensemble. Despite this, in its own backyard it doesn’t get the attention it deserves. So if the people won’t come to the orchestra, let’s bring the orchestra to the people.
The Strategy
The first big step: We needed to find a sponsor for this ambitious project. Following this, the musicians had to be briefed exactly because this was the first time that a concert had been set up with no one musician in the same place, and we only had one chance to get it right. Then, the technical challenge: Countless tests had to prove whether it would really work – particularly the conductor’s live TV broadcast to all 50 locations. And finally: To let the world know that this great idea was going to happen.