Title	THE SOUND SHIRT
Brand	JUNGE SYMPHONIKER HAMBURG
Product/Service	JUNGE SYMPHONIKER HAMBURG
Category	B02. Live Shows / Concerts / Festivals
Entrant	JUNG von MATT Hamburg, GERMANY
Idea Creation	JUNG von MATT Hamburg, GERMANY
Production	MARKENFILM Wedel, GERMANY

Name	Company	Position
Tobias Grimm	Jung von Matt AG	Executive Creative Director
Jens Pfau	Jung von Matt AG	Executive Creative Director
Thimoteus Wagner	Jung von Matt AG	Executive Creative Director
Peter Stroeh	Jung von Matt AG	Managing Director
Tobias Freundlieb	Jung von Matt AG	Account Director
Sarah Lu Marlen Meyer	Jung von Matt AG	Project Manager
Jonas Keller	–	Creative Director/Art
Robert Herter	–	Creative Director/Copy
Dany Rothemund	–	–
Hannah Liffler	–	–
Heiner Twenhaefel	Jung von Matt AG	Senior Copywriter
Johannes Bittel	Markenfilm GmbH & Co. KG	Managing Partner
Maximilian Kempe	Markenfilm GmbH & Co. KG	Director/DOP
Ludwig Linnekogel	Markenfilm GmbH & Co. KG	2. Camera
Lorenz Marcus	Markenfilm GmbH & Co. KG	Producer
Svenja Albers	Markenfilm GmbH & Co. KG	Assistant Producer
Michael Hahn	Markenfilm GmbH & Co. KG	Line Producer
Lennart Koenig	Markenfilm GmbH & Co. KG	Production Assistant
Ole Bernhardi, Bennit Plettner, Emily Ewerwahn, Roland Puknat	Markenfilm GmbH & Co. KG	Runner
Michael Haller	Jung von Matt AG	Producer
Tilmann Fabel & Jan Hendrik Behne	Jung von Matt AG	3D Motion Designer
Yannis Panther	Markenfilm Crossing GmbH	Editor
Felix Lamprecht	NHB video GmbH I NHB ton GmbH	Sound Designer
Sven Bensemann	Infected Postproduktion GmbH	Producer
Soenke Heuer	Infected Postproduktion GmbH	Colorist
Kassandra Wedel	–	–
Matthew Harrison & Louisa Pethke	–	–
Meike Wicht & Ann-Kathrin Wicht	–	–
Fritz Butze	–	1st AC
Lukas Willasch	VIRUS	Camera Assistant, Second Camera

The Campaign

In order to reach a truly new audience, we decided to target a group of people who never listened to classical music in all their lives: the 80.000 deaf people in Germany. We wanted them to somehow experience classical music too. Since it couldn’t be through sound, we decided to use touch sensations instead. That’s how the idea of the Sound Shirt was born – a wearable device that translates music into nuanced vibrations in real-time.

Campaign Success

To bring the Sound Shirt to life, we worked closely with CuteCircuit London. With our creative vision and their knowledge in wearable tech, we managed to develop the Sound Shirt within 6 months. In a first field test, several deaf people tried the Sound Shirt and were amazed by this new kind of musical experience. Their overwhelmingly positive feedback convinced us to make the Sound Shirt available for deaf people at all future concerts, making the Junge Symphoniker Hamburg the first and only orchestra in the world to offer this unique experience to the deaf.

Describe the success of the promotion with both client and consumer including some quantifiable results

The most important result so far are eight deaf people who have experienced a live concert of the Junge Symphoniker Hamburg who had never experienced classical music before. To us, this already makes the idea a huge success. Immediately after the announcement of the shirt, we saw huge interest by deaf people from all over the world. Thousands registered on our website for the chance to come to Hamburg and experience the shirt themselves. Thanks to strong media and social media coverage from national and international news outlets, the Sound Shirt also helped us build a reputation for the Junge Symphoniker Hamburg as an orchestra who is eager to leave the trodden path. We saw a 142% increase in Facebook followers within one week of the announcement and reached millions of people through earned media. No wonder the tickets for all following concerts were sold out faster than ever before.

Explain why the method of promotion was most relevant to the product or service

While this is a Product Design idea on the surface, the Sound Shirt has the unique potential to tap into a completely new audience for classical music: the deaf. Additionally, it was conceived with the clear intent of using it to also promote the Junge Symphoniker Hamburg to the hearing fans of classical music—a result it already achieved.

Usually, the Junge Symphoniker Hamburg consider all existing fans of classical music—as well as all those who we might still turn into fans—their target audience. Usually, the 80.000 deaf people in Germany are not a part of this target audience. But our strategy was to ignore this and target them specifically and to enable them to experience classical music. This way we would not only help the deaf and discover a whole new audience but also present a strong idea that would promote the Junge Symphoniker Hamburg well beyond the deaf community.