Grafenegg reaches music lovers with an ad campaign shaped by nature
Intro
Grafenegg, known for its unique summer concerts, was looking for an innovative campaign strategy that reflects the nature-inspired experience of its concert series. e-dialog developed a weather- and time-of-day-based campaign across Digital Out-of-Home (DOOH), YouTube, TikTok and Digital Audio. The idea: to promote the special flair of concerts and classical music in the heart of nature creatively and in a personalised way.
Challenge
Grafenegg Sommerklänge and the Grafenegg Festival offer music lovers a truly special experience: enjoying classical masterpieces in the heart of nature, surrounded by the picturesque landscape of the palace park.
The challenge was to translate this unique, nature-inspired feeling into a digital advertising campaign that reflects both the emotional power of the music and the connection to nature. In addition, the campaign had to appeal to a broad target audience, including both loyal classical music fans and interested newcomers.
Goals
- Promoting the concert series in a nature-inspired and atmospheric way
- Reaching a broad target audience through various digital touchpoints
- Increasing website visitor numbers and optimising view and click-through rates
https://youtu.be/bvIbAMJC8Ac
Thanks to the successful collaboration with e-dialog, we were able to expand our campaign across countless channels—and successfully merge a nature-based idea with our digital world.
Beatrice SchreinerDigital Marketing, Grafenegg Kulturbetriebsgesellschaft m.b.H.
Measures
We developed a cross-channel campaign that presents content atmospherically within a data-driven framework. The creative, nature-inspired approach connected the emotional elements of the concerts with the advertising assets and adapted dynamically to weather conditions and times of day.
- DOOH: Weather-based targeting ensured the right messaging depending on conditions—uplifting messages when it rained, inspiring invitations to enjoy concerts outdoors when the sun was shining.
- Digital Audio: Via Spotify, music lovers were reached in line with the time of day—woken in the morning with relaxing nature sounds and gentle classical music, or invited in the evening to enjoy music in an atmospheric setting.
- YouTube: The campaign optimised delivery for cost-efficient views to capture the target audience’s attention and contribute to increased conversions.
- TikTok: To inspire a younger audience for Grafenegg, TikTok ads were run for the first time, promoting a different kind of festival—nature and a picnic vibe instead of mud and crowds.
All in all, the campaign is clear proof that combining creative and emotional elements with the dynamic adaptation of advertising assets is an effective strategy for reaching a broad target audience.
Grafenegg Sommerklänge and the festival shine in a new light through the combination of nature, music and targeted digital touchpoints, and the campaign sets new standards for creative, data-driven marketing.
Maria Holzinger
Head of Creative, e-dialog
Results
Thanks to the nature-inspired and personalised approach across various digital channels, the campaign delivered outstanding results:
- +161% website user sessions compared to the previous period
- €0.04 cost per complete listen on Spotify—an exceptionally high level of efficiency in Digital Audio compared to other campaigns
- The YouTube ads achieved a very large reach, reflected in an exceptionally low CPM of just €1.03. Comparable values are typically between €3 and €4.
- 1,986 clicks and a CTR of 0.14% underline the target audience’s high willingness to engage on YouTube. By comparison, a similar campaign achieved only a 0.06% CTR—making it only half as successful as the Grafenegg YouTube ads.
- A very strong brand presence was also achieved on TikTok, where over 1.24 million impressions were generated at a highly efficient CPM of €1.41.
- m Impressions via DOOH
- % Website user sessions
- € CPM on YouTube
