Branded Enterntainment in Germany is only restricted when it comes to public TV broadcasting stations. As we decided to use a totally new touch point and host a special concert, those legal regulations did not apply.

Before a piano concert in Konzerthaus Dortmund, on January 31st, we placed a very special choir all over the audience.

The concert started but was soon interrupted by an annoying cougher. A second choir member joined in. Step by step the whole choir was coughing. But what started as a big noise, soon became a live performance of Mozart’s 'Kleine Nachtmusik'.

Afterwards a giant blow-up revealed our message:

Ricola drops are the ultimate weapon against coughing.

1000 people were in the audience of the Konzerthaus Dortmund: The reacted with amazement and big applause – and enjoyed Ricola drops during the break. They spread the word and soon the whole of Dortmund talked about the Cough Concert.

Ricola held a Press Conference and soon newspapers, different blogs and radio stations started reporting.

In the meantime thousands of people spread the word, watching the YouTube-video. So our message reached the culturally interested as well as a younger online community.