To excite people about Hamburg‘s upcoming new concert hall before the opening, we created an exclusive and interactive preview of the building and its outstanding architecture using two drones: Slow & Motion.

With one touch, users could change the speed of their flight: from floating epically to high speeds of up to 40 mph. This meant detail lovers as well as easy-going users could enjoy every detail of the outstanding architecture, while thrill seekers and speed junkies enjoyed the Elbphilharmonie in high speed and on the edge.

The campaign was launched through Elbphilharmonie’s social media channels, including Facebook, Instagram, Twitter and YouTube. Postings ahead of the launch created curiosity, with exclusive and unseen images of the Elbphilharmonie from inside and out.

Four days later the full web special was launched for mobile devices, tablets and desktop computers. The two drones moved through the building just like human visitors would later: with little detours straight to the heart, the Grand Hall. By pressing the spacebar or with a simple touch, users switched drones and speed: from floating epically to high speeds of up to 40 mph.

Display media, including a YouTube Masthead, amplified the organic spread of the campaign.

More than 5.7 million people enjoyed the ride. Culture and architecture fans around the world loved and shared it. All the major German news and worldwide media outlets, including BBC, CNN, Wired and Engadget, picked up on the story and used our drone flights in their own media coverage and reports about the Elbphilharmonie.

On average, users spent more than three and a half minutes on the Web Special.

Today, all concerts are sold out and with over 1.5 million visitors in just six months, the Elbphilharmonie is Germany’s new tourist hotspot.