ECO - Premiered on YouTube
Concept
The English Chamber Orchestra produced an exclusive concert at Cadogan Hall on 8 July. The event was promoted by Rebecca Driver Media Relations.
Whilst waiting for the safe reopening of theatres and concert halls, Cadogan Hall’s YouTube channel became the medium to reach an audience craving to listen to live performance. We worked in conjunction with Web Gig Live, the team filming the main performance to produce some pre and post show content to draw in the audience and surround the event with brand recognition.
Execution
The above trailer was filmed from a series of interviews with the players. They spoke about the difference between live and filmed performances, their love for the specific pieces they were playing and the importance of the project.
In a pandemic where the COVID-19 virus is air borne, playing brass instruments becomes an extra technical challenge to add to the social distancing parameters that were being carried out by the technicians and players. Cadogan Hall was one of the leading concert venues to overcome this issue.
We conceived a ‘virtual foyer’ where the audience could congregate before the performance began. This was a video that played thirty minutes before the performance - a place to share the link with friends and talk directly to Cadogan Hall whilst getting ready for the upcoming event. This pre-show video was utilised to encourage donations for the orchestra and to follow the companies on social media. Below is a shortened version of this, animated logo and credit sequences.
Following the performance there was a live Q&A with questions from the YouTube comments. The evening was finished off with the credits created by TODDCS.
Impact
On the night, Cadogan Hall doubled their subscribers and had an international audience of over 4000 people watching the performance. The Orchestra generated a healthy amount of donations and good audience feed back. The photographs and video captured will be used in upcoming marketing and shared on social media feeds. From the success of this event, more performances are being scheduled with a similar format.
