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Classical & Opera

A journey through anime and classical music

Human interference with nature can cause major problems and is currently addressed more than ever in music and arts. With "Chihiros Reise", Gordon Hamilton immerses into the world of famous anime movies and creates a special concert experience that brought many new customers into the Tonhalle Düssel

A journey through anime and classical music

The Tonhalle Düsseldorf, a former planetarium, is said to be among the most beautiful concert venues in Germany and features a best-in-class acoustic. The “planetarium of music” stages and hosts more than 450 concerts and welcomes over 300,000 visitors a year. The Tonhalle has used Future Demand’s software since 2021 and showed in the past that it can be a convenient tool to successfully promote even livestreamed concerts.

Challenge

The Tonhalle Düsseldorf wanted to run a successful campaign for the concert “Chihiros Reise” (eng. Chihiros Journey), part of the awarded #Ignition-concert series that specifically targets young people. Gordon Hamilton and the Düsseldorf Symphonic Orchestra take you to an ancient and mystical forest and address how people and the environment can exist together in harmony. The concert took place on November 3rd in the Mendelssohn-Hall, which has a capacity of almost 2,000 seats.

Solution

The online campaign started several days before the concert on Facebook’s advertising network. Such a success was only possible because of Future Demand’s innovative Taste Cluster technology that identifies interested audiences automatically — matching the right young audience to the anime-meets-classical programme with a couple hundred euros in ad budget.

Results

  • Capacity utilisation: well over 80% for the event, driven first and foremost by the campaign the Tonhalle Düsseldorf executed with the support of Future Demand.
  • Tickets sold through campaign: more than every second ticket sale can be attributed to the campaign.
  • Additional ticket revenue: an additional 5-digit revenue in ticket sales, generated with only a couple hundred euros in ad budget.
  • ROAS: 27:1 return on ad spend.