Today’s entertainment business is increasingly characterized by gigantic multiplex-cinemas and luminescent musicals. Classical venues like the “Dortmund Concert Hall” have progressively disappeared from people’s everyday-life. Our mission: Turn the tide and win back a fair share of all the people lost to popcorn. We built on an interesting insight: Almost all Germans believe that to expose children to classical music has have positive effects. Our strategy: Remind the audience by using an insight-driven message: Classical music is stimulating. To convey this message, we opt for an unconventional approach that was (1) popular, (2) easy-to-produce, (3) easy-to-distribute and (4) provocative enough to spark public discussion. Our idea: We exposed cows to a life-concert. So our cows did no longer produce regular milk, but the taste of music. The milk gained awareness within and beyond Dortmund’s border. Our story was covered over 114 times on national-wide TV-Stations and reached 3,4 million viewers all across Germany, with additional 74.900 page views. On top of that, the number of subscribers increased by 19% and achieved the most successful seasons ever. Our result: More milk. More awareness. More tickets.