Advertiser: PHILHARMONIKER HAMBURG
Agency: DRAFTFCB GERMANY
Category: Best Use of Mobile Devices
Advertising campaign: THE ACOUSTICONS
Agency Producer: Holger Siegle (Draftfcb Germany)
Programmer: Ben Von Der Recke (Akryl Digital Agency)
Agency Producer: Estelle Bolin (Draftfcb Germany)
Editor: Malte Schlieker (Onehousemedia)
Creative Director: Michael Okun (Draftfcb Germany)
Account Executive: Sabine Classen (Draftfcb Germany)
Audio Engineer: Matthias Brattik (LOFT Tonstudios Hamburg)
Account Manager: Susanne Knauff (Draftfcb Germany)
Copywriter: Saemi Sebastian Bouchareb (Draftfcb Germany)
Graphic Designer: Semjon Janzen (Draftfcb Germany)
Producer: Thomas Harig (Optix Digital Pictures)
Graphic Designer: Elena Balzer (Draftfcb Germany)
Copywriter: Elena Praetze (Draftfcb Germany)
Creative Director: Patrik Hartmann (Draftfcb Germany)
Cinematographer: Sebsatian Wagner (Onehousemedia)
Art Director: Vitali Nazarenus (Draftfcb Germany)
Executive Creative Director: Dirk Haeusermann (Draftfcb Germany)
Art Director: Markus Schmidt (Draftfcb Germany)
Animator: Petra Delitsch (Optix Digital Pictures)
Audio Engineer: Vanessa Dankers (LOFT Tonstudios Hamburg)
Strategy
To bring the Hamburg Philharmonic Orchestra and classical music back to life by addressing a younger audience. Young people spend hours a day on their smartphones.So, we created the Acousticons - the first ever messenger app, that emotionalizes text messages with music.
Execution
We brought the tagline of the Hamburg Philharmonic Orchestra 'each note an experience' to life: with little icons, similar to emoticons, but with with full orchestral accompaniment recorded by the Hamburg Philharmonic Orchestra. The Acousticons, with names like 'Amabile' or 'Scherzando' give musical expression to a wide range of emotions and lets you feel the emotional power of classical music by just sending a text message. The App also contains the current season’s programme and a direct link to order tickets. We advertised the Accousticons via social networks. An outdoor campaign and a cinema trailer were used to introduce the App to our audience.
Effectiveness
Since launching the App, download rates have doubled every month.