Piece #1



Piece #1 - Konzertmilch


Company:
Jung von Matt
Award:
AME Gold Medallion
Brand:
Dortmund Concert Hall
Title:
Konzertmilch
Country:
Germany
Competition:
Use of Medium
Category:
Guerrilla / Alternative Media

Talent Credits

  1. Benedikt Stampa - Director Dortmund Concert Hall
  2. Anne-Katrin Röhm - Head of Marketing Dortmund Concert Hall
  3. Wolf Heumann - Creative Managing Director Jung von Matt/365
  4. Tobias Grimm - Creative Managing Director Jung von Matt/Neue Elbe
  5. Jens Pfau - Creative Managing Directorr/Neue Elbe
  6. Dajana Crantz - Account Executive Jung von Matt/365
  7. Nicolas Schmidt-Fitzner - Art Director Jung von Matt/Neue Elbe
  8. Jan-Hendrik Scholz - Copywriter Jung von Matt/Neue Elbe
  9. Toan Nguyen - Junior Planner Jung von Matt
  10. Jochen Schwarz - Account Director

Campaign Summary

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.



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