CONCERTMILK by Jung Von Matt/Alster Hamburg for Concerthall Dortmund

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CONCERTMILK

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Industry Cinemas, Theatres & Concert Halls
Media Promo & PR
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 Ambient in a Promotional Campaign
Advertiser: CONCERTHALL DORTMUND
Product/Service: CONCERT HALL
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)
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)
Agency Producer: Meike van Meegen (Jung von Matt)
Editor: Niels Muenter (Jung von Matt)
Editor: Tobias Suhm
Director: Silvio Helbig
Producer: Johannes Bittel (Markenfilm)
Producer: Claudia Westermann (Markenfilm)
Account Manager: Dajana Crantz/Marijke Fisser (Jung von Matt)
Public Relations: Mhoch4
Post Production: VCC Agency für Postproduktion
Post Production/Audio Production: Infected Post Production
Media placement: Promotion - Concerthall/Foyer; Perfetto (Dortmund) - 21.04.2010

Describe the objective of the promotion.
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.

Describe how the promotion developed from concept to implementation.
Since it has been scientifically proven that classical music has a positive effect on cows’ milk yield, 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.

Explain why the method of promotion was most relevant to the product or service.
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.

Describe the success of the promotion with both client and consumer including some quantifiable 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%.