METROPOLE ORKEST Promo, Design & Branding METROPOLE TWEETPHONY by Havas Worldwide Amsterdam

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METROPOLE TWEETPHONY

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Industry Cinemas, Theatres & Concert Halls
Media Promo & PR, Design & Branding
Market Netherlands
Agency Havas Worldwide Amsterdam
Creative Director Thijs De Boer, Peter Hamelinck
Art Director Jeroen Thissen, Alex Herwig
Client Service Director Budi Gonzalez De Chaves
Released March 2013

Awards

MIAF Awards 2013
PROMO CAMPAIGNS Best digital marketing campaign Gold

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: METROPOLE ORKEST
Product/Service: METROPOLE ORKEST
Agency: HAVAS WORLDWIDE AMSTERDAM, THE NETHERLANDS
Art Director: Alex Herwig (Havas Worldwide Amsterdam)
Art Director: Jeroen Thissen (Havas Worldwide Amsterdam)
Client Service Director: Budi Gonzalez De Chaves (Havas Worldwide Amsterdam)
Account Manager: Katelijn van Lieshout (Havas Worldwide Amsterdam)
Creative Director: Thijs de Boer (Havas Worldwide Amsterdam)
Creative Director: Peter Hamelinck (Havas Worldwide Amsterdam)
Describe the campaign/entry
Despite previous commitment by the Dutch Minister of Culture, the orchestra was threatened by extinction due to severe cost cutting by the government. We needed to convince and show the Dutch government that the Metropole Orkest is entrepreneurial and can count on strong support from the Dutch public. In order to do so we needed to create PR momentum for the Orchestra; enabling them to tell their story.
Key objective was we wanted to show the Orchestra to be alive and kicking. That would make politicians think twice. It’s more difficult to kill an orchestra that is very much alive than an orchestra that is half dead and begging for help.
No, we asked the Dutch audience to “Let the Metropole Orchestra play!”. Via Twitter. How? On the campaign site participants could compose a musical tweet. The best tweets were arranged into scores. And played by the Orchestra in an 8 hour long, crowd composed live-streamed concert. A video of each Tweetphony was immediately sent back to its composer.
Thousands composed a Tweetphony and 33 were performed. But more important: all major online and offline media picked it up. We even made it to a major item on the eight o’clock news. After Tweetphony Dutch Parliament granted the Orchestra funding until 2017.
Describe the brief from the client
Objective #1: Attract enough participants in social media to build (social) media awareness.
Objective #2: Create PR momentum for the Metropole Orkest, enable them to address the subsidy issue and tell their story.
Objective #3: Getting a cost cutting government to grant the Metropole Orkest a transitional subsidy to save them from bankruptcy.
Results
Unique visitors to the website: 25,222. Average time on the site: 2.46 minutes.
Composed tweetphonies: 3,000. Reach on Twitter: 745K people (on 16,500K inhabitants). Offline PR (NL only):
15 newspaper articles, 6 TV-show items, 8 radio show items, 75 online articles, + 5 million media impressions, +1 million PR value (euro).
Online PR (international: 35 publications.
Please note that there was no budget for proper monitoring of results so actual results are likely to be higher than reported here.

Execution
Main media used were social media and online and offline PR. Social media was used by the Dutch audience themselves because of the interesting and appealing content that could be spread easily through Twitter. This was kick started by asking famous musicians, friends of the orchestra, to tweet about the event. For PR, we filmed a famous musician composing a tweetphony and spread that film.
We contacted every online and offline medium we could to point them to this unique event, starting at the #1 Dutch radio show. With great result. With nearly no budget available, we could barter a very small amount of outdoor and poster coverage.
The Situation
Despite previous commitment by the Dutch Minister of Culture, the orchestra was threatened by extinction due to severe cost cutting by the government. Convince and show the Dutch government that the Metropole Orkest is entrepreneurial and can count on strong support by the Dutch public. Create PR momentum for the Orchestra; enabling them to tell their story.
The Strategy
Key objective was we wanted to show the Orchestra to be alive and kicking. That would make politicians think twice. It’s more difficult to kill an orchestra that is very much alive than an orchestra that is half dead and begging for help. Additionally, we needed to find a unique, new, fresh way of showing that the Orchestra is supported by the Dutch public. That would also make it harder for the Government to kill the Orchestra. Since we didn’t have big budgets (that was the problem) we needed to focus on an idea that was highly newsworthy.