How a radio station beat insomnia with classical music.
✼ Project
The 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 Amsterdam
CD: Mischa Schreuder, Ramon Stalenhoef
COPY: Richard Bushoff
ART: Lennart Schoterman
Music: Van Baerle Trio
✼ Casefilm
✼ Commercial
✼ Podcast
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.
✼ Info
65% increase
in app downloads.
72% increased
marketshare of
listeners before
bedtime.
2500 projection
pyramids requested.
FREELANCE CREATIVE
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