CLASSICAL BAND MERCHANDISE
| Title | CLASSICAL BAND MERCHANDISE |
| Brand | SWISS YOUTH SYMPHONY ORCHESTRA |
| Product/Service | SWISS YOUTH SYMPHONY ORCHESTRA |
| Category |
A03. USE OF MERCHANDISING/IN-STORE MARKETING |
|
Entrant Company
|
FCB ZURICH, SWITZERLAND
|
|
Advertising Agency
|
FCB ZURICH, SWITZERLAND
|
Credits
| Dennis Lück |
FCB Zürich |
Executive Creative Director |
| Fabienne Arnold |
FCB Zürich |
Copywriter |
| Clara Garnier |
FCB Zürich |
Copywriter |
| Maximilian Kortmann |
FCB Zürich |
Copywriter |
| Christoff Strukamp |
FCB Zürich |
Art Director |
| Marcin Baba |
FCB Zürich |
Art Director |
| Dyane Gremaud |
FCB Zürich |
Art Director |
| Cinthia Stettler |
FCB Zürich |
Art Director |
| Elgee David Wee |
FCB Zürich |
Art Director |
| Amadeus Waltenspühl |
|
Illustrator |
| Richard Phipps |
|
Illustrator |
| Andreas Preis |
|
Illustrator |
| Vince Ray |
Gordei Illustrations |
Illustrator |
The Brief
The original brief was to develop merchandise that could be sold at shows of the Swiss Youth Symphony Orchestra. Secondly, it should be something that appeals to young people.
Describe how the promotion developed from concept to implementation
Young people show their love for their favourite bands by wearing tour shirts, hats and patches, etc. The musicians from the Swiss Youth Symphony Orchestra also wanted to show their love for classical composers in order to prove that classical music is not outdated and uncool. So a new collection of “band merchandise” was created for classical composers and their musical pieces. These items featured a tailor-made design depicting an iconic scene of the piece or the mood the music gives to the audience.
Describe the success of the promotion with both client and consumer including some quantifiable results
Everybody embraced the new merchandise. All 3,000 T-shirts, 5,000 stickers, 1,500 patches and 500 hats were sold out after two shows. The income was used to finance a musical excursion for the 100-people-strong orchestra. A second series is now in production.
Explain why the method of promotion was most relevant to the product or service
It was extremely relevant for the young musicians as well as the young fans of the orchestra. All of a sudden, they could show their pride for what they do. Even young people who are not into classical music started to want the merchandise and, just through this, entered the world of classical music.