DHL’s hometown, Bonn, Germany, is home to Beethoven-Haus, a museum dedicated to the pioneer of classical music. To commemorate his 250th birthday, Beethoven-Haus wanted to share priceless artifacts with music fans through a travelling exhibition. They needed a partner capable of delivering this unique cargo around the world. DHL has extensive experience in transporting valuable instruments & exhibits. DHL joined forces with Beethoven-Haus to create ‘BTHVN on Tour’. Using their innovative Smart Sensor Technology, DHL delivered BTHVN on Tour to 8 cities, moving 7 tonnes of exhibits a total of 50k km. The Boston leg coincided with ‘Leipzig Week’ where Boston Symphony Orchestra (BSO) invited DHL’s partner, Gewandhausorchester (GHO) to perform. A great opportunity to drive awareness & build brand love with young musicians. The Exhibition displayed at the New England Conservatory (NEC) was a hub for bringing students of classical music together with professional orchestra
members of GHO and BSO.
Promotions included:
-Disruptive classical flash mob performance played by professionals from GHO and BSO with students from NEC. An inspiring experience for the participants as well as a huge crowd.
-‘Tech Meets Culture’ panel discussion with industry experts about how classical music uses technology to reach new audiences.
-Hosted events at the Exhibition, including performances of Beethoven’s work performed by NEC students.
The flash mob was a physical & viral sensation with 1M+ video views. Activities over the week reached 9.5M people driving awareness of Beethoven’s 250th birthday and DHL’s commitment to pushing boundaries in classical music, just as Beethoven once did.
