Advertiser: PHILHARMONIKER HAMBURG
Agency: DRAFTFCB GERMANY
Category: Copywriting
Advertising campaign: THE ACOUSTICONS
Agency Producer: Estelle Bolin (Draftfcb Germany)
Agency Producer: Holger Siegle (Draftfcb Germany)
Editor: Malte Schlieker (Onehousemedia)
Copywriter: Saemi Sebastian Bouchareb (Draftfcb Germany)
Account Manager: Susanne Knauff (Draftfcb Germany)
Art Director: Markus Schmidt (Draftfcb Germany)
Audio Engineer: Matthias Brattik (Loft Tonstudios Hamburg)
Creative Director: Michael Okun (Draftfcb Germany)
Producer: Thomas Harig (Optix Digital Pictures)
Executive Creative Director: Dirk Haeusermann (Draftfcb Germany)
Account Executive: Sabine Classen (Draftfcb Germany)
Art Director: Vitali Nazarenus (Draftfcb Germany)
Programmer: Ben Von Der Recke (Akryl Digital Agency)
Graphic Designer: Elena Balzer (Draftfcb Germany)
Copywriter: Elena Praetze (Draftfcb Germany)
Creative Director: Patrik Hartmann (Draftfcb Germany)
Animator: Petra Delitsch (Optix Digital Pictures)
Cinematographer: Sebsatian Wagner (Onehousemedia)
Graphic Designer: Semjon Janzen (Draftfcb Germany)
Audio Engineer: Vanessa Dankers (Loft Tonstudios Hamburg)
Effectiveness
Since launching the App, download rates have doubled every month.
Implementation
We advertised the Accousticons via social networks. An outdoor campaign and a cinema trailer were used to introduce the App to our audience. Additionally, musicians from the orchestra use the App as a teaching tool in public schools and youth orchestras in the Hamburg area.We used the viral effect of the messenger-app to increase contacts for the Hamburg Philharmonic Orchestra. The current season’s programme is integrated in the app and gives the idea longevity for a client with obvious budget restrictions.
Campaign Description
The task was 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 lets you feel the emotional power of classical music by sending text messages with full orchestral accompaniment.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.