Concertgebouw The Study Sessions
Sparking youngsters' interest in classical music
Youngsters rather listen to Boef than Bach. That’s why we offered them a different incentive to visit the National Concert hall and sparked their appetite for Classical music.
With The Study Sessions, we shifted the focus from musical taste, to musical effect. As research shows that classical music gives a well-needed concentration boost while studying, we've invited students to the national concert hall and experience the magical workings of classical music live.
In the run up to the exam period, students could open their books and laptops to the peaceful yet surprisingly powerful melodies of live classical music, giving them a huge boost in concentration and performance. This way we introduced the national concert hall and this wonderful music genre to a younger audience adding true value to their lives.
Partnering with the University of Amsterdam and Het Parool helped boosting the awareness for this event. An award winning campaign that tickles youngsters interest into visiting a more ‘classical’ performance in the future.
Results
With only 9k of mediabudget
With only 9k of mediabudget
€473.945,- of free PR value gained due to massive national media coverage and social engagement.
€473.945,- of free PR value gained due to massive national media coverage and social engagement.
Compared to the same period the year before
Compared to the same period the year before
On Entrée socials. More proof we sparked youngsters interest.
On Entrée socials. More proof we sparked youngsters interest.
Within 24h the event was totally sold out.
Within 24h the event was totally sold out.
