Boston Symphony Orchestra
First Note
Winner of the Spring 2023 AdLabbie Award Best Campaign Strategy
The ASK
Casual Fridays is a non-traditional classical music experience provided by the BSO to introduce the many aspects of classical music to their audience. BSO wanted AdLab to help develop a new look and feel for Casual Friday to drive more audience participation.
(AdLab is the country’s largest student-run agency, operating out of the College of Communication at Boston University. We help clients solve real business problems with fresh strategic perspectives and innovative creative solutions.)
The FINDINGS
The BSO offers the opportunity to be part of meaningful conversations following an informal classical music performance.
Company
In 2022, classical music content on YouTube increased by 90% globally. (Source) Audiences are understanding classical music in an untraditional way. There is an opportunity to provide new experiences for new audiences and raise awareness.
Consumer
Classical music is traditionally “elitist,” long, bland, over-refined, and stuffy. (Source) The perception of classical music is shaped by the general public. In order to change it, BSO needs to be the driving force.
Category
Culture
People are actively looking for ways to engage with classical music besides just listening. In 2021, 59% said they positively looked for new ways to fulfill their interest in the performing arts. The number is up to 72% among classical music fans. Source
The INSIGHT
People feel constrained by their knowledge gap about classical music and avoid attending concerts because of the stereotype of needing to understand music. Thus, it is important to let people know that their connection with music is valid no matter what their knowledge level.
The IDEA
BSO First Note
Attending the symphony has an intimidating stigma with many consumers , but the BSO is now bringing classical music to new listeners by offering a chance to enjoy artistic conversation—literally and musically—in an informal way via “First Note.” From the first note, they’ll be enchanted.
The EXECUTION
Mission Statement: We create a space for classical music newcomers to get swept up from the first note and interact up close with performers
Brand Personality/Tone: Encouraging, welcoming, accessible, friendly
Tagline samples:
Your easy introduction.
Classical music, beginning with the first note.
Classical music that’s anything but classic.
Brand Kit
Social—Instagram
IG Post
Caption:
Your first step onto soon-to-be-not-foreign soil. With our immersive concert series, BSO brings you a taste of classical music with shortened programs and audience-driven evenings. Make the world of symphony music familiar ground with #BSOFirstNote.
IG Story
Social—Facebook
FB Post
Caption:
What's stopping you from going to the symphony? Introducing BSO First Note, an immersive experience for classical music newbies and veterans alike — with shorter concerts and affordable tickets. #BSOFirstNote
FB Post
Caption:
Your first time at the symphony shouldn’t be intimidating. BSO First Note is an immersive, audience-forward classical music experience. You’ll be swept away from the #BSOFirstNote!
FB Story
FB Cover
Email /Website Banner
New Programming Ideas and Recommendations
As strategists, we also conducted a detailed report for BSO providing recommendations on how to improve this program based on primary research (IDIs and survey) and secondary research (lots and lots and lots of reports reviewed.)
Click to view the detailed report!
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AE: Bernice Guingona
PM: Corrine Zhang
Co-Strategist: Yeeli Zhao
Copywriter: Lindsey Polevoy & Anjana Patel
AD: Santiago Ferrer