The event promises classical music enjoyment in an unusual setting for a broad audience. Our promotion gave a flavour of this promise.

Promotion teams visited crowded public spaces: subway stations, large squares, busy shopping streets, street cafés and beer gardens. Teams in formal wear-smoking and evening gowns-approached more conservative people. For the younger crowd teams looking like hip-hop artistes were used. They carried ghetto blasters out of which not 50Cent, but the “Magic Flute” sounded.

The guerilla promotion communicated HypoVereinsbank community activities to a broad public. Over 15,000 citizens (1.5% of the entire population) experienced a flavour of the event during the 7 days of promotion activities.The HypoVereinsbank’s Classical Festival Night itself drew a record crowd of over 15,000 visitors (up 22% from the previous year).