Creative Showcase
Save an Orchestra / The Metropole Orchestra
Submitted By Dwight Gefferie
Description
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 6.5 million euro’s per year in funding, to zero... We had to convince the cost cutting Dutch government in a positive 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 no. 1…
Objective
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.
Client
The Metropole Orchestra
Agency
Euro RSCG Amsterdam
Media
Innovative Use of Media
Market
Culture, Leisure and Sports
Credits
Account Executive
Budi Gonzalez De Chaves
Agency Producer
Sandra Hendriksen
Art Director
Demy Sapthu
Content Strategist
Remko Herremans
Creative Director
Peter Hamelinck & Thijs De Boer
Writer
Huibert Jan Van Der Fange
Views
1036
Related Items
