New York Philharmonic needed to entice a younger audience (Millenials) to attend the symphony. Armed with extensive research into millennial behaviours, Haft2 was engaged to create a digital campaign for the event “Foreign Bodies” – billed as “a casual, multi-sensory, one-night-only event”. The event featured composer-in-residence Esa-Pekka Salonen’s final performance, alongside the Boston Ballet dancing to the choreography of Wayne McGregor. Also featuring a live video installation (World Premiere) by Tal Rosner, and electric violin performance by Pekka Kuusisto.
Using “sound waves” of light to represent the energy of the performance and featuring images of Mr. Salonen conducting, along with one of the Boston Ballet’s dancer posed for flight made for a youthful energetic concept. Imagery was used across NY Philharmonic’s website and all social media channels to promote the “Foreign Bodies” event.
The marketing and communications contributed positively for sold out performance. The NY Phil received amazing feedback on social media about the experience.