The BBC Electric Proms is specifically designed to create new moments in music, with each performance seeking to create something different.

To launch the campaign we began with a series of TV ads to announce the event.

But it wasn’t until the online that things became more interesting.

We launched an interactive user generated site named livesong.co.ukUsers of the application were able to create a song title and select a musical genre, as well as vote on other people’s ideas. The most selected song name and genre was turned into a song by four participating acts: New Cassettes, Sam Isaac, Radio Luxembourg and The Riff Raff and Riz MC. The winning song was titled “Chaos is hard’ and each band wrote, produced and performed a song with that title.

The channels used were online, TV and street banners.