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Nightstand Concerts
1 in 4 Dutch people experience trouble sleeping and phone usage before bedtime is the biggest culprit. But since smartphone apps are made to make it almost impossible to put them down, we needed a different method than simply telling people to do so. ClassicNL knew that classical music is a proven and effective tool against insomnia and wanted to attract younger listeners by showing them a perk of classical music they might never have realized. So we introduced the Nightstand Concerts. The first front-row concert besides your bed that calms you down before bedtime. And makes it impossible to use your phone.
CREDITS
Client: ClassicNL
Agency: Publicis Groupe
Creative Directors: Mischa Schreuder, Ramon stalenhoef
Creatives: Lennart Schoterman, Richard Bushoff
Musicians: Van Baerle Trio
Beating insomnia with classical music.
CASE STUDY
Publicis Groupe
"ClassicNL introduces Nightstand Concerts to unwind after a busy day."
HERO FILM
Publicis Groupe
CONCERT
Musicians: Van Baerle Trio
The Concert
The Van Baerle Trio performs a 45-minute classical concert inside your phone to put you to sleep and make it impossible to use your phone for distraction. Put your transparent pyramid in the middle of the phone and watch the concert come to live on your nightstand. While you doze off to dreamland.
65% INCREASE
IN APP DOWNLOADS
72% INCREASED MARKETSHARE
LISTENERS BEFORE BEDTIME
2500 PROJECTION
PYRAMIDS REQUESTED
INFLUENCERS
