Media > Use of Media
SOUND
EURO RSCG, Zurich / ZURICH CHAMBER ORCHESTRA / 2012
Overview
Credits
OVERVIEW
Effectiveness
We seized an existing media format to get access to our target group in the most effective way:– Production and media costs of less than €5000 were capable of causing 6 local press articles and interviews that featured the trailer as a peg.Furthermore the media idea significally contributed to a fresher overall image of the brand:– 77.1% of the target audience thinks that advertising for the Zurich Chamber Orchestra influences their perception of classical music in a positive way.– 34% more concert-goers within one year.– 75% of first-timers repeat their visit to a concert.
Execution
We created an almost-no-budget cinema commercial that was placed right before the main movie where we always see these sourround sound trailers. It is a parody on the famous THX-Trailer. Instead of promoting the elaborated speaker technology in the cinema the film tells the audience that the best sound is found somewhere else – in a concert by the Zurich Chamber Orchestra. The audio track begins with a massive synthetic sound wall that gradually blends into strings played by the orchestra.
Strategy
The Zurich Chamber Orchestra needs to replace older costumers with younger ones. However many young people believe there are entertainment offers that are more attractive than classical music. They prefer going to the movies instead of attending a classical music concert.
Our insight: Classical music delivers more spectacular sound effects and emotional depth than any Hollywood blockbuster.
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