Concerthall Dortmund Promo, Case study CONCERTMILK by Jung Von Matt/Alster Hamburg


Pin to Collection
Add a note
Industry 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 April 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Product/Service: SEASON 2010|2011
Agency: JUNG von MATT
Agency: JUNG von MATT
Date of First Appearance: Apr 21 2010
Entrant Company: JUNG von MATT, Hamburg, GERMANY
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
Post Production: VCC Agency für Postproduktion
Post Production/Audio Production: Infected Postproduction
Media placement: Multimedia-Campaign - Concerthall Dortmund, Website, Promo, Outdoor, Flyer - 21.04.2010

Insights, Strategy & the Idea
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.

Creative Execution
It has been scientifically proven, that classical music has a positive effect on cows’ milk yield. So 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.

Results and Effectiveness
The media reported it widely. The Dortmund Concert Milk was featured on TV, as well as newspapers and almost everywhere online. But that wasn’t all: after a short time, the milk sales made more than up for the money invested.
The subscriptions for the concert hall went up by 19% and music enthusiasts around the world got our message: In Dortmund, you will experience music like never before.