THE METROPOLE ORCHESTRA Promo, Case study SAVE AN ORCHESTRA by Euro Rscg Amsterdam

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SAVE AN ORCHESTRA

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Industry Cinemas, Theatres & Concert Halls
Media Promo & PR, Case study
Market Netherlands
Agency Euro Rscg Amsterdam
Art Director Demy Sapthu
Copywriter Huibert-Jan Van Der Fange
Released November 2011

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: THE METROPOLE ORCHESTRA
Product/Service: THE METROPOLE ORCHESTRA
Agency: EURO RSCG 4D
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)
Media placement: Pre-Empting Interviews (Radio) - Radio 538, Radio 1, BNR - 1-17 November 2011
Media placement: Launch Single 'Worlwide Orchestra' - Radio 538 - 18 November 2011
Media placement: Consumer PR Campaign (Phase I) - Pauw & Witteman, Paul De Leeuw, RTL Boulevard, Editie NL, NOS Jeugdjournaal, SBS Shownieuws - 21-30 November 2011
Media placement: Consumer PR Campaign (Phase 2) - De Telegraaf, Volkskrant, Trouw, NRC Handelsblad, Algemeen Dagblad, Dagblad De Pers - 6-9 December 2011
Media placement: Consumer PR Campaign (Phase 3) - Nu.nl, Nos.nl, Depers.nl, Telegraaf.nl, Volkskrant.nl And Many More - 12-13 December 2011

Summary of the Campaign
How do you convince a cost cutting government 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? By showing the Dutch general public and the Dutch government that the Orchestra is alive, entrepreneurial and successful.

We came up with something the Orchestra, which has always been in the shadow of leading artists, had never done before: A number 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 premiered live on national radio and TV on November 18th. Within 1 week the single became number 1.

Using the natural allies of the Metropole Orchestra to get the ball rolling, an extensive PR campaign gave the Metropole Orchestra the opportunity to tell their story in almost every Dutch media. Days later the hit single received a Golden Record, which was presented to a prominent Member of Parliament. Then, just before the final government cuts debate we launched a Facebook-campaign: Win a Metropole Orchestra concert in your living room. The Metropole Orchestra was a topic of conversation throughout The Netherlands.

Finally, on December 12th, Parliament decided that the 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: 4 years transitional subsidy.

The Situation
Severe budget cuts from the Dutch government had put a wide range of cultural institutions on the verge of bankruptcy.

Museums, orchestras, dance-institutes and the like, they were all fighting for their last chances. But the Right Wing Dutch Government stayed true to their political mantra: less support; more cultural entrepreneurship. This decided the strategy of the campaign: Not drowning in sorrow and begging to be saved will make the politicians reconsider. On the contrary, the Orchestra had to show Dutch Government their entrepreneurial spirit. But time was short: only 1.5 months until D-Day in Parliament.

The Goal
Objective 1: Getting ‘the most conservative Dutch Government ever’ to grant the Metropole Orchestra a transitional subsidy to save them from bankruptcy - within 50 days!

Objective 2: Create maximum PR momentum for the Metropole Orchestra, and enable them to address the subsidy issue and tell their story in every Dutch online & offline media, using the natural allies of the Metropole Orchestra (popular radio programs and mainstream TV-shows) to get the ball rolling.

Target audience: the Dutch government and the Dutch general public

The Strategy
Convince and show the Dutch government in a positive way that the Metropole Orchestra is alive and kicking and supported by the Dutch public. That will make the Parliament think twice, before they pull the plug. Create PR momentum by producing a potential number 1 hit and using the natural allies of the Metropole Orchestra (popular radio programs and mainstream TV-shows) to get the ball rolling. You just don’t kill a number 1.

Execution
A 50-day crash planning, from incubation to final result, evolved along the way:

11 - 18 October
Briefing agency, strategy & concept development

19 - 31 October
Recruit songwriter/composer, artists and recording single, 'Worldwide Orchestra'

1 - 14 November
Produce video clip, TV + radio commercials and press materials

1 - 17 November Pre-empting danger for the Metropole Orchestra with interviews on Dutch radio

18 November
Launch single, 'Worldwide Orchestra', live on national Radio 538

21 November
Kick-off extensive consumer PR campaign (distribution 1st press release)

6 December
Launch Facebook campaign (distribution 2nd press release)

7 December
Offering Golden Record to key Dutch Parliament member

8 - 9 December
Last interviews before decision day in Parliament

12 December
D-DAY in Dutch Parliament (distribution final press release)

Documented Results
An official number 1 hit (2,500+ downloads via i-Tunes), a Golden Record, and impressed by the entrepreneurship of the Metropole Orchestra, the Dutch Government decided that the Metropole Orchestra had proved to be an extremely important part of Dutch culture and that independence, in time, was clearly possible. The Metropole Orchestra got what it needed: the opportunity to gradually grow towards its independence with an 11m euro transitional subsidy for 4 years.

The consumer PR campaign (online & offline) secured 150+ qualitative publications, reaching 5m+ Dutch citizens with an estimated PR value of 3m+ euros. Publications included national TV shows (e.g. Pauw & Witteman, Paul de Leeuw, RTL Boulevard, Editie NL, NOS Jeugdjournaal, SBS Shownieuws), newspapers (e.g. De Telegraaf, Volkskrant, Trouw, NRC Handelsblad, Algemeen Dagblad, Dagblad de Pers), radio (e.g. Radio 538, Radio 1, BNR) and online (nu.nl, nos.nl, depers.nl, telegraaf.nl, volkskrant.nl and many more).