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UNIQUE LIVE YOUTUBE CONCERT BROADCAST FROM BEHIND CLOSED DOORS

SSAFA

BRIEF

As the UK responded to the Coronavirus pandemic with a nationwide lockdown, Snappin’ Turtle devised and produced a PR and digital marketing and fundraising campaign for SSAFA, the Armed Forces charity, and the Mayor of London to mark the 75th anniversary of VE Day.

With concerts, events and street parties cancelled, we placed London at the centre of the world through a live concert streamed to audiences via YouTube.

For the first time in its 150-year history, the world-famous Royal Albert Hall hosted a very special concert behind closed doors, to boost the morale of millions of people worldwide. Katherine Jenkins OBE gave an unforgettable performance with the unique backdrop of the Hall’s empty auditorium.

The concert was broadcast as part of the Mayor of London’s #LondonTogether campaign. #LondonTogether invited Londoners to highlight great examples of positive community action and gave much deserved appreciation for the work of our health and care staff, emergency services, key workers and volunteers.

Through branded slides, adverts and text to donate functions, we raised money for SSAFA as well as the Royal Albert Hall.

Broadcasting this special event gave SSAFA a marketing opportunity to discuss the work they have been doing during the pandemic as well as honour the lives of the men and women of the Second World War and the work the armed forces today.

SUCCESSES

425K organic views on Youtube

£60k raised for SSAFA and Royal Albert Hall

Coverage across TV, radio and press:

BBC News, ITV News, Jeremy Vine on Channel 5, Newsnight

Radio 4 BBC Today Programme, LBC, Classic FM

The Daily Mail, The Metro, Evening Standard, The Express, The Guardian, Hello! and OK!