2
  • CPO

  • Arts & Culture
    Awareness Campaign

  • Arts & Culture
  • Out-of-home

BACKGROUND

The Calgary Philharmonic Orchestra (CPO) is widely considered to be one of the premier orchestras in North America. But it had been losing traction with millennials.
Calgary Philharmonic Orchestra

CHALLENGE

To get twenty and thirtysomethings to attend the CPO’s rush hour concerts, which are condensed one-hour shows featuring the “greatest hits” of classical music.
Calgary Philharmonic Orchestra Poster - All of our Artists are Underground - Six Feet to be Exact Calgary Philharmonic Orchestra Poster - Hear Music from a Time When Every Band was a Hair Band Calgary Philharmonic Orchestra Poster - If you Think Topping the Charts for Two Weeks is Hard, Try Two Centuries.

Approach & Solution

We created a series of gig posters with headlines that played off the perceived pretentiousness of classical music, and we had a team of “undead” volunteers post them around town where our target audience would see them. This was supplemented by a small but highly targeted print and online buy.
Calgary Philharmonic Orchestra - Decomposers CBC News

Results

The results hit all the right notes. We saw significant media coverage, tons of buzz and, more importantly, a 30% increase in ticket sales.
Calgary Philharmonic Orchestra - Early Sketches