The Concert Hall in Amsterdam. With its amazing acoustics, it is one of the best concert halls in the world. However, people seemed to have forgotten that, and the public at large was staying away. To make people aware of the building’s acoustics we came up with the theme Everything sounds better in the Concert Hall. On Facebook we asked what people thought were the worst sounds they could think of and used them for a series of experiments that we showcased on our Facebook page. This campaign proved that the Concerthall’s acoustics are still among the world’s best.

The Concertgebouw’s greatest achievement is its acoustics. We emphasised this in the campaign with the theme:- Everything sounds better in the Concertgebouw. To do this, we broke through unspoken tradition and opted for a fresh, contemporary approach. No classical musicians or grey hair but unexpected characters with a major role in online audio-visual equipment. With one major campaign using sounds chosen by the public on Facebook.

The purpose of the campaign was to make the classical concert experience more welcoming and less elitist. With this complete turnaround in approach, we were able to reach a new target group for the Concertgebouw. This new target group we wanted to reach were men and women between the ages of 25 and 35. Therefore, Facebook and an online platform were ideal for targeting this group. Our platform received more than 200,000 visitors and our Facebook community increased by 33%.

The campaign also received a lot of free publicity on various music and lifestyle blogs. We reached an entirely new audience for the Concertgebouw in this way.