This campaign made online music concerts into something a new experience. It opened the eyes and ears of the audience, and created a new venue for artists and cultural workers without work.

In the middle of the Covid lockdown in March 2020, we set out to launch VIERLIVE. A new streaming platform specialized in streaming concerts with ticket sales. Why? Because while artists could make a quick buck doing free live sets from their living room, with viewers voluntarily donating—other members of the cultural industry, like sound and light technicians stage workers, were left out cold without work.

Challenge

Why the heck should people pay for something they could watch for free on Facebook, Youtube and Twitch? Our challenge was to convince them that an online concert is worth the ticket you pay for.

A new concert format was baked into the service. More than just an online concert, this was a VIERLIVE experience. With 6 film directors and 10 artists we set out to give people a new live format our audience had never seen before.

To present the new live format and launch the platform, we hosted SOMEWHERE ELSE—

A digital escape from reality, in the form of an online music festival, at a time when everyone was stuck in their homes. In stark contrast to your humdrum Facebook-couch-concert, we cleared the stage for 10 unique live shows, letting directors and artists take you somewhere else.

This way, the festival became our campaign—highlighting the shows through our own and the artists’ channels—before and after each live broadcast. The PR strategy was to create discussions, debates and positive attention towards VIERLIVE.

The target audience was the Norwegian population. We used broad media channels like the biggest online newspapers and Facebook/Youtube to introduce the festival.

The festival and the concerts became our campaign—highlighting the shows through our own and the artists’ channels—before and after each live broadcast. The PR strategy was to create discussions, debates and positive attention towards VIERLIVE.

The livestream itself became a media channel, and content from the live shows were then distributed into different bought media channels to spread the word about the new format and the new streaming platform.

51. 423 tickets sold for all events

650.000 unique visitors to the platform (Population 5,3 million)

2000 culture workers were employed

130 new events created in 2020

279 press mentions in major news channels