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Concertmilk (Film)

基本信息
行业: 文化、娱乐与运动
媒体:互动
投放:德国
风格: Minimalism
说明cnen
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%.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
客户经理:
制作公司:
制片:
导演:
摄像师:
剪辑:
音效设计:
其他职位:Composer: Joseph Haydn
Audio Engineer: Mikis Meyer
奖项
戛纳国际创意节 2011
银奖 整合营销钛狮
克里奥奖 2011
铜奖 内容与联系
International Advertising CUP (THE CUP) 2011
Cup Winner 产品与服务类最佳作品
Best of Products and Services / Best of Entertainment, Recreation, Leisure
伦敦国际广告节 2011
金奖 整合创新
Non-Traditional: Entertainment
伦敦国际广告节 2011
银奖 整合创新
The NEW Category
纽约国际广告节 2011
金奖 公关
Public Relations: Media/Entertainment
纽约国际广告节 2011
银奖 前卫风格
Avant-Garde: Innovative Use of Media
纽约国际广告节 2011
铜奖
Entertainment Promotion
纽约国际广告节 2011
铜奖 营销实效
Marketing Effectiveness: Integrated (Mixed Media) Marketing
ADC*E 2011
大奖 混合媒体
Mixed Media Campaigns
ADC*E 2011
金奖 促销邮件
Promotions
EPICA (Europe's Premier Creative Awards) 2011
银奖 其他
Integrated Campaigns
Eurobest - The European Advertising Festival 2011
银奖 整合营销
Integrated
Eurobest - The European Advertising Festival 2011
银奖 整合营销
Event & Field Marketing
The Cresta Awards 2011
优胜奖 整合营销
Integrated Campaign
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