The challenge
Results
The new platform is at the heart of the new brand and digital strategy and amazes the user through image, shape and sound. The orchestra is now found by all visitors: loyal classical music lovers and the curious (often younger) generation. Online of course, and more importantly: at live concerts!
Awards
- Golden Lovie Awards / Cultural institutions
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Concerts for newbies
Research shows that not knowing what to expect is a barrier for visiting classical music concerts, for new audiences. The platform gets them prepared and excited with previews, playlists, the artists and… how many drink breaks there are ;-).
Sound snippets
You can now browse through the concerts while listening to short snippets of music to get a taste of what to expect. The interactive story cards invite users to explore more actively and to get hem engaged with the music, the artists and the creative vision.
Breaking with conventions
Like its city of origin, the Rotterdam Philharmonic Orchestra is not afraid of experiments and taking risks in order to reach people with music. The visual language is quite unconventional for the traditional world of orchestras and aims to maximize the experience of wonder with shapes and images that trigger anticipation.
AI generated images of wonder
Conventional concert visuals are being alternated with (AI-generated) images that stimulate the senses and visually support the atmosphere of the concert.
Wonderlust: the desire to be in a constant state of wonder”
Filtering by mood
You can get as specific as you want using the search function, or you can let the magic happen and discover concerts that match your mood. For example, search for cheerful, energetic music or go for a bucket list concert. The 'filter by mood' option helps new audiences browse through the concert agenda.
Explore the creators of wonder
Meet the artists with a UX that is as playful as the orchestra.
The orchestra
The Rotterdam Philharmonic Orchestra is internationally renowned for its creative bravery.
Oprah Winfrey:
In this time of discord the Rotterdam Philharmonic Orchestra is a reminder that there can be perfect harmony.
Oh, can you Händel it!?
The platform works perfectly together with the online and offline campaigns, which in harmony, attract fresh audiences to the platform, let them experience the brand and lead to ticket sales.
Results
The new interactive visual style, tone of voice, and content generate anticipation among visitors. This results in a 51% rise in website traffic, a 46% boost in social media reach (both paid and organic), and a 30% increase in ticket sales revenue. During campaign waves, weekly revenue averages € 40,000 compared to € 20,000 without a campaign.
We now have the opportunity to entice new audiences to attend a concert, and we see the results in the concert hall. Last year, 49% of our ticket buyers were 45 or younger.” Hiemke van den Boer, Manager Marketing & Sales Rotterdam Philharmonic Orchestra
We make waves
Want to know more about our work for the Rotterdam Philharmonic Orchestra? We worked on a future-oriented strategy and creative concepts that attract an audience. Also and even more at a time when the world was locked, the orchestra was closer than ever.
