AGENCY: IDN Sweden
CLIENT NAME: Berwaldhallen
Berwaldhallen is one of Sweden’s most prestigous concert halls, hosting the world famous Swedish Radio Symphony Orchestra. Subscribers to Berwaldhallen are well educated and very interested in music. From a survey, we know that many of them play music themselves. They visit concerts that are included in their subscription series. However, this particular premiere performance was not included in any
subscription series. And it’s tricky to get people to visit concerts with newly written Swedish music. No precise objectives were defined, but in short: Berwaldhallen wanted to get more of their subscribers to visit this premiere concert.
Subscribers to Berwaldhallen’s concert series.
We wrote a simple invitation letter and enclosed the first page of the score of Britta Byström’s opus. Anyone who wanted to listen the rest of the opus had to come to Berwaldhallen.
15 % of the target group chose to visit the concert.