COUNTDOWN ORCHESTRA by Jung Von Matt/Alster Hamburg for Concerthall Dortmund

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Industry Cinemas, Theatres & Concert Halls
Media Promo & PR
Market Germany
Agency Jung Von Matt/Alster Hamburg
Executive Creative Director Sascha Hanke, Norman Stoerl
Creative Director Jens Paul Pfau, Tobias Grimm, Jo Marie Farwick
Copywriter Jan-Hendrik Scholz
Account Supervisor Jochen Schwarz
Editor Niels Muenter
Released September 2010

Credits & Description

Category: Entertainment & Leisure
Product/Service: CONCERT HALL
Agency: JUNG von MATT
Date of First Appearance: Sep 13 2010
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Executive Creative Director: Sascha Hanke (Jung von Matt)
Executive Creative Director: Norman Stoerl (Jung von Matt)
Creative Director: Jo Marie Farwick (Jung von Matt)
Creative Director: Tobias Grimm (Jung von Matt)
Creative Director: Jens Pfau (Jung von Matt)
Art Direction: Nicolas Schmidt-Fitzner (Jung von Matt)
Copywriter: Jan-Hendrik Scholz (Jung von Matt)
Editor: Niels Muenter (Jung von Matt)
Sound Design/Composing: Clemens Wittkowski (bauhouse)
Sound Design/Composing: Fabian Grobe (bauhouse)
Production Company: Nils Schwemer (STINK)
Production Company: Steffen Leiser (STINK)
Interactive Producer: Jan Beckmann (Jung von Matt)
Composer: Max Renne (bauhouse)
Public Relations: Bernhard Jungwirth (Mhoch4)
Account Manager: Dajana Crantz (Jung von Matt)
Account Assistant: Marijke Fisser (Jung von Matt)
Account Supervisor: Jochen Schwarz (Jung von Matt)
Media placement: Live-Act - Dortmund Pedestrian Zone, Directly In Front Of The Concert Hall - 13.09.2010

Describe the objective of the promotion.
In autumn 2010 the three-year-residency of one of the best conductors in the world started at the Dortmund Concert Hall. Our goal was to enthuse not only the city of Dortmund, but music lovers around the world for Esa-Pekka Salonen and the Concert Hall, and that on a shoestring budget.

Describe how the promotion developed from concept to implementation.
In order to celebrate the arrival of star conductor Esa-Pekka Salonen, we created the first living clockwork in the world: The Countdown Orchestra! Twelve musicians played 21,600 bars and 86,400 individual notes from a custom-composed score on a stage in front of the Dortmund Concert Hall for 24 hours in a row.
This unique musical experiment marked the beginning of the three-year residency of Esa-Pekka Salonen and was streamed live into the entire world.

Explain why the method of promotion was most relevant to the product or service.
Music composed for 24 hours. Played by twelve musicians on a stage in the heart of Dortmund. Right in front of the concert hall. With music lovers from around the world watching – what better reception could Dortmund have made for Esa-Pekka Salonen?
When he personally joined the stage to count down the last seconds to his first concert, he drowned in the applause of a city that usually only cheers for their famous soccer club.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The performance was a great success! Music lovers from Dortmund and around the world watched and discussed it at length – online, on the streets and in the newspapers.