Concertmilk (Film)|短视频|广告营销案例【ADGuider广告指南】

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Concertmilk (电影)

案例简介：多特蒙德音乐厅的新赛季即将开始。我们需要一场运动来提高我们的意识: 前所未有地体验音乐。当然 -- 我们没有钱，所以要便宜。哲学/解决方案多特蒙德音乐厅位于德国鲁尔地区的中心地带，几乎没有人对古典音乐感兴趣，它必须提供一些非常不寻常的东西来吸引新的游客。所以我们发明了一种全新的媒介，让我们的古典音乐对人们来说 “有声”: 牛奶。因为它已经被科学证明，古典音乐对奶牛产奶量有积极的影响，所以我们播放了新赛季选定艺术家的音乐。结果，奶牛为味蕾制作了世界上第一首音乐。这种特殊的牛奶然后直接在农场装瓶。多特蒙德音乐厅的新赛季即将开始。我们需要一场运动来提高我们的意识: 前所未有地体验音乐。当然 -- 我们没有钱，所以要便宜。结果媒体对此进行了广泛报道。音乐会牛奶出现在世界各地的博客和新闻中。它激励了那些几乎没有遇到古典音乐的人，将订阅量增加了 19%，剧院入住率增加到 72%。

Concertmilk (电影)

案例简介：The new season at the Dortmund Concert Hall will start soon. We need a campaign that raises huge levels of awareness for our claim: experience music like never before. And of course – we have no money, so make it cheap. Philosophy/Solution 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. 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. Asa result, the cows produced the very first music worldwide for the taste buds. This special milk was then bottled directly on the farm. The new season at the Dortmund Concert Hall will start soon. We need a campaign that raises huge levels of awareness for our claim: experience music like never before. And of course – we have no money, so make it cheap. Results The media reported on this 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%.