Concerthall Dortmund: CONCERTMILK

Credits & Description:

Category: Media, Arts and Entertainment

Advertiser: CONCERTHALL DORTMUND

Product/Service: CULTURAL INSTITUTION

Executive Creative Director: Sascha Hanke (Jung von Matt)

Creative Director: Tobias Grimm (Jung von Matt)

Creative Director: Jens Pfau (Jung von Matt)

Creative Director: Jo Marie Farwick (Jung von Matt)

Art Direction: Damjan Pita (Jung von Matt)

Agency Producer: Meike van Meegen (Jung von Matt)

Copywriter: Henning Robert (Jung von Matt)

Copywriter: Jan-Hendrik Scholz (Jung von Matt)

Graphic Design: Sven Gabriel (Jung von Matt)

Graphic Design: Christoph Maeder (Jung von Matt)

Graphic Design: Nicolas Schmidt-Fitzner (Jung von Matt)

Editor: Niels Muenter (Jung von Matt)

Editor: Tobias Suhm

Producer: Claudia Westermann (Markenfilm & Co.)

Producer: Johannes Bittel (Markenfilm & Co.)

Director: Silvio Helbig

Account Manager: Dajana Crantz/Marijke Fisser (Jung von Matt)

Public Relations: Mhoch4

Postproduction: VCC Agency für Postproduktion

Postproduction/Audioproduction: Infected Postproduction GmbH

Media placement: Multimedia-Campaign - Promo, Website, Outdoor/Poster, Internet Film, Concerthall Foyer - 21.04.2010



Summary of the Campaign

Set deep in the heart of Germany’s Ruhr region, where hardly anyone is interested in classical music, the Dortmund Concert Hall has to offer something pretty unusual to attract new visitors. So we invented a completely new medium, to make our classical music 'tasty' to people: milk.



Since it has been scientifically proven, that classical music has a positive effect on cows’ milk yield, we played music from a selected artist of the new season to them.

As a result, the cows produced the very first music worldwide for the taste buds. This special milk was then bottled directly on the farm. There were nine different tastes, depending on the artist the cows listened to.



The bottles branded with 'Dortmund Concert Milk' and featuring information about the artist and the new season, were sold at supermarkets. During tastings at the PoS and in the concert hall, even more people had the opportunity to get a taste of the extraordinary new season.



The media reported widely. We increased the subscriptions by 19%. And inspired people who otherwise hardly encounter classical music. Nobody has ever experienced music like this before.



The Situation

On the one hand there are places like the Sydney Opera House and the New York Metropolitan. Both are great concert halls with stunning artists and breathtaking acoustics in the world’s most exciting cities.

On the other hand you have the Dortmund Concert Hall. Equally great artists and second to none acoustics make it the perfect place where you can experience music like never before.



But since it is located in Dortmund, a city without any of Sydney’s appeal or New York’s glamorous cultural scene, it has to advertise twice as hard, to get people’s attention.



The Goal

The residents of Dortmund would rather watch soccer than listen to classical music.

That’s why we needed to give them a taste of the new season at the Dortmund Concert Hall, were they wouldn’t expect it: at the supermarket.

With a medium, no one would have ever associated with music: milk.



The Strategy

The Dortmund Concert Hall – like most cultural institutions – has a very small advertising budget. In order to get more visitors we therefore had to come up with something spectacular that could be realized on a shoestring budget.



And we did: by creating the Concert Milk people could taste music for the first time. Proving the Dortmund Concert Halls Claim "Experience music like never before" right again.



We did not only create an ad, but a real product. In fact, the Concert Hall made a fair bit of money by selling the milk in stores and online.



Execution

Since it has been scientifically proven, that classical music has a positive effect on cows’ milk yield, we played music from selected artist of the new season to them.



As a result, the cows produced the very first music worldwide for the taste buds. This special milk was then bottled directly on the farm. There were nine different tastes, depending on the artist the cows listened to.



The bottles branded with 'Dortmund Concert Milk' and featuring information about the artist and the new season, were sold at supermarkets. During tastings at the PoS and in the concert hall, even more people had the opportunity to get a taste of the extraordinary new season.



Documented Results

The media reported widely. The Concert Milk was featured in blogs and news around the world. It inspired people who otherwise hardly encounter classical music, increased the subscriptions by 19% and theatre occupancy to 72%.