Concerthall Dortmund: CONCERT MILK by Jung Von Matt/Alster Hamburg for Concerthall Dortmund

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Concerthall Dortmund: CONCERT MILK

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Industry Culture, Leisure & Sport, Cinemas, Theatres & Concert Halls
Media Promo & PR, Case study
Market Germany
Agency Jung Von Matt/Alster Hamburg
Director Silvio Helbig
Executive Creative Director Sascha Hanke
Creative Director Jens Paul Pfau, Tobias Grimm, Jo Marie Farwick
Copywriter Jan-Hendrik Scholz, Henning Robert
Producer Johannes Bittel, Claudia Westermann
Editor Tobias Suhm, Niels Muenter
Released June 2011

Awards

Cannes Lions 2011
Titanium and Integrated Lions - Silver

Credits & Description

Type of Entry: Titanium and Integrated
Title: CONCERT MILK
Advertiser/Client: CONCERTHALL DORTMUND
Product/Service: CONCERT HALL
Entrant Company: JUNG von MATT Hamburg, GERMANY
Advertising Agency: JUNG von MATT Hamburg, GERMANY
Executive Creative Director: Sascha Hanke (Jung von Matt AG)
Creative Director: Tobias Grimm (Jung von Matt AG)
Creative Director: Jens Pfau (Jung von Matt AG)
Creative Director: Jo Marie Farwick (Jung von Matt AG)
Art Direction: Damjan Pita (Jung von Matt AG)
Copywriter: Henning Robert (Jung von Matt AG)
Copywriter: Jan-Hendrik Scholz (Jung von Matt AG)
Graphic Design: Sven Gabriel (Jung von Matt AG)
Graphic Design: Christoph Maeder (Jung von Matt AG)
Graphic Design: Nicolas Schmidt-Fitzner (Jung von Matt AG)
Agency Producer: Meike van Meegen (Jung von Matt AG)
Editor: Niels Muenter (Jung von Matt AG)
Editor: Tobias Suhm
Director: Silvio Helbig
Producer: Johannes Bittel (Markenfilm GmbH & Co. KG)
Producer: Claudia Westermann (Markenfilm GmbH & Co. KG)
Account Manager: Dajana Crantz, Marijke Fisser (Jung von Matt AG)
Public relations: Mhoch4 GmbH
Postproduction: VCC Agency für Postproduktion
Postproduction/Audioproduction: Infected Postproduction GmbH ()
Describe the campaign/entry:
The residents of Dortmund 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.
Give some idea of how successful this campaign/entry was with both client and consumer:
The campaign was a great success. Media reported it widely. The Concert Milk was featured in blogs and news around the world. It inspired people who otherwise hardly encounter classical music, increased subscriptions by 19% and theatre occupancy to 72%.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Since it has been scientifically proven, that classical music has a positive effect on cows’ milk yields, we played music from selected artists 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. A microsite offered further relevant information and gave people worldwide the opportunity to order their favourite Concert Milk.