The challenge

The Rotterdam Philharmonic Orchestra has a loyal following amongst traditional visitors of their concerts, their ‘audience by habit’. Younger and more diverse audiences don’t tend to go to concerts, but are positively surprised by the experience when they do - this orchestra is making waves! How to trigger new audiences in The Netherlands to attend the concerts of the Rotterdam Philharmonic Orchestra, whilst not alienating the oldest fans and truest lovers of classical music?

Results

We’ve orchestrated an online experience that activates the wonderlust of new audiences and supports the traditional audience by wonderfully intuitive flows at the same time. Wonder, as a service!
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!

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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.

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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.

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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.

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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

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