To celebrate its 15th anniversary, SD Worx’s SME department challenged The Oval Office to come up with a brand experience that demonstrated the value of proximity between customers and employees. Our creative teams dreamt up the idea of inviting customers to an exclusive, surprise performance. This time, however, not in a large concert hall – but in the living rooms of the employees themselves!
SD Worx was astonished by the concept but gave us the green light. After an initial communication phase in which a hundred employees were recruited to open their living rooms, customers were invited to one of the Intimate Concerts. In no time, more than 1,600 customers had signed up for the experience.
On the evening of Friday 12 October, no less than 81 living room concerts were organised throughout Belgium with performances by Flip Kowlier, Guy Swinnen, Blanche, Sioen, Tom Kestens, Alice on the Roof, Jean Bosco Safari, Roscoe and many more.
That the Intimate Concerts were a success was quickly apparent from the many reactions to the internal “proxy” Facebook group. At the end of the evening itself, we’d counted some 400 enthusiastic comments, videos and photos – plus the hashtag #IntimateConcerts was trending.
The Oval Office's communication campaign was completely in line with our proxy values: respect, proximity, empathy and pride. This was the reason for us to choose this concept. But, to be honest, we never expected this kind of commitment and the overwhelming enthusiasm from our colleagues and the extremely positive reactions from our customers. A highly successful evening!