CHANNEL 4
Bringing the new season of a beloved programme to life in london for 24 hours straight
Challenge
Generate national excitement and awareness and spark joy for the launch of Season 3 of The Piano.
Strategy
Showcase the programme’s emotional core: real people and inspiring musical stories.
Idea
We staged The 24-HR PIANOTHON in Liverpool Street Station, one of the country’s busiest railway hubs.
For 1,440 minutes straight, a stand-alone Steinway piano transformed the concourse into a concert hall, turning commuters into crowds and passersby into participants.
From classical to rap, spoken word to show tunes, we spotlighted 55 unique pianists including Sam Ryder, Eurovision icon, who brought vocal firepower and artistic depth, alongside Gemma Collins and her unforgettable rendition of Chopsticks.
This was livestreamed for 24 hours, giving audiences around the world a front-row seat to the joy, talent and emotion unfolding in real time.
Impact
50+ pieces of coverage overall including a feature on rival network, ITV’s Good Morning Britain on the morning of launch.
National news included Mail Online, The Sun, Daily Mirror, whilst consumer coverage also landed in Time Out, Secret London, MSN and more producing a reach of 388M+ across earned media and 11 million+ across social platforms within 24 hours
There were over 7.8 million organic views showing The Pianothon across from talent and consumer videos.
64 pieces on social media
37 pieces of regional coverage
Crowds gathered and stayed—over 1,000+ people watched live throughout the 24-hour period at Liverpool Street Station
50+
pieces of coverage11m+
social media
reachearned
media reach388m+
7.8m
organic
video views1,000+
people
watched live
