Title	GET PLAYING
Brand	BBC MUSIC
Product/Service	GET PLAYING - LAST NIGHT OF THE PROMS
Category	C01. Use of Digital Platforms
Entrant	BBC London, UNITED KINGDOM
Idea Creation	BBC CREATIVE LONDON, UNITED KINGDOM

Name	Company	Position
Susan Ayton	BBC Creative	Creative Head
Ben Friend	BBC Creative	Creative Head
Nicole Coleman	BBC Creative	Producer
Aidan McClure	BBC Creative	Executive Creative Director
Laurent Simon	BBC Creative	Executive Creative Director

The Campaign

Create the world’s largest online orchestra to play a piece of music on the last night of the proms

Campaign Success

Ads first aired with David Baddiel going through the process of learning the piece. These funny films excited people about the idea and emphasized with the sometimes awkward process of learning again. The ads directed people to the site where they signed up. Sheet music for every instrument imaginable, masterclasses by famous musicians, conductors and composers and also links to films posted by other learning musicians where they could share tips and ideas of how to deal with the trickier passages of the piece.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign succeeded in forming the biggest online collection of players ever. We had over 1500 sign ups to the Get Playing project.

Explain why the method of promotion was most relevant to the product or service

We recruited the players for the online orchestra through sign up on the dedicated Get Playing site.

People would be motivated to be part of this ambitious record breaking idea. The process of learning alongside others meant that there would be a ready-made support system to rely on when enthusiasm inevitable flagged. The piece of music to be learned, The Toreador March by Bizet, was carefully selected to provide a big enough challenge to the player but also be a rewarding enough piece to get instant enjoyment from.