Hamburger Symphonike Promo TABLE MUSIC by Gurtlerbachmann

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Industry Cinemas, Theatres & Concert Halls, Business equipment & services, Corporate Image
Media Promo & PR
Market Germany
Agency Gurtlerbachmann
Art Director Meike Hill, Dirk Kamrowski
Copywriter Jens Ringena
Designer Reiner Fiedler
Released March 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Product/Service: ORCHESTRA
Agency: gürtlerbachmann
Date of First Appearance: Mar 3 2009 12:00AM
Entrant Company: gürtlerbachmann, Hamburg, GERMANY
Head of Marketing: Daniel Kühnel (Hamburger Symphoniker)
Head of Advertising: Gabriele Nowak (Hamburger Symphoniker)
Chief Creative Officer: Uli Gürtler (Gürtlerbachmann Werbung)
Creative Director: Reiner Fiedler (Gürtlerbachmann Werbung)
Art Director: Meike Hill, Dirk Kamrowski (Gürtlerbachmann Werbung)
Copywriter: Jens Ringena (Gürtlerbachmann Werbung)
Designer: Reiner Fiedler (Gürtlerbachmann Werbung)
Account Manager: Anna Vogelpohl (Gürtlerbachmann Werbung)
Media placement: Table Orchestra - A New Instrument - special give-away for those who took out a subscription - 03.03.2009

Describe the objective of the promotion.
The Hamburg Symphony Orchestra, conducted by Jeffrey Tate, is one of Hamburg’s three big orchestras with several subscription offers. The key objective was to highlight the exclusiveness and impact of the Hamburg Symphony Orchestra “Gold Subscription” through a special idea. This had to be, with regard to content, an exceptional and lovingly created design and high-class process.

Describe how the promotion developed from concept to implementation
In order to promote sales of the premium offer, the “Gold Subscription”, a special give-away had to be developed. It was offered to those who took out a subscription. A special gift for special customers was developed: On signing, gold-subscribers receive “Table Music”, which is lovingly designed and of high quality. Not just a set of wine glasses, but rather an exceptional instrument to promote sales. This new instrument made of scale-wine-glasses is a perfect reward from the orchestra to its devoted audience encouraging them to play a different kind of music at home.

Describe the success of the promotion with both client and consumer including some quantifiable results
Out of 1.000 produced “Table Music” orchestras, 500 were offered to those who took out a subscription. The registration was higher than expected and the new subscribers were thrilled by the lovingly designed orchestras and the idea to play this new instrument as a different kind of music at home. Finally, it was a great success for the Hamburg Symphony Orchestra to go on to inspire people with awesome classical music.

Explain why the method of promotion was most relevant to the product or service
With an exclusive and exceptional special idea the target group had to be activated. They are people in the age of 45 years or older, have an upmarket appreciation, above-average earning, high consumption orientation and a special interest in classical music. An exceptional, high quality and a lovingly designed gift was the perfect move to highlight the exclusiveness and impact of Hamburg Symphony Orchestra “Gold Subscription”.