Offering an entrance for the youth
Entrée is connected to Het Concertgebouw and the Concertgebouw Orchestra. It offers a network, special events and discounts to young people. The project was started because of a new pricing strategy and new branding. Our goal was to create as many entrances for young people to explore classical music as possible. Only offering discounts is not enough.
Discover classical music with the Entrée website
There are more than 700 concerts a year in Het Concertgebouw. What good is a discount when you don’t know what is being played? Our strategy for Entrée focuses on the user: the new website and app stimulate discovery. You browse through tips given by peers, scroll through fragments of classical music used in pop music or select based on atmosphere. This helps you discover new music and enhance your music knowledge. Once you find a nice concert, one click turns on the sprint alarm or you can buy a ticket within three clicks.
Curators such as singer Janne Schra and DJ Patrice Bäumel give tips on concerts that touch and inspire them. They can help you discover or refine your classical music taste. Listening can be done directly through the custom audio player that plays music from Het Concertgebouw’s archives.
The initial results are promising. Our site is visited more, people stay longer and we have a higher conversion rate.
Program by sentiment
We changed the focus from program to visitor: do they want intimate concerts or a large and exhilarating orchestra? Looking for accessible music or a challenge? The choosing tool helps you find what you’re looking for within a few clicks.
Don’t you also often think ‘Where have I heard this before?’. You could be right. Popstars often borrow samples from classical composers. What did Robin Thicke borrow form Beethoven? And Beyoncé from Schubert? This tool helps you find out.
- Program and tickets on one website/app.
- Online sprint tickets with an integrated SMS system.
- The website as an interactive platform for programming, background information and ordering tickets.
- More visitors on websites and mobile app. Visitors stay longer and buy more tickets.
Grrr is a strategic partner with good designers and technicians. They were the only party to give us confidence that they could offer the desired results within our limited timeframe. And they delivered!
Discover and learn: For beginners and experts
Entrée is meant for those brought up with classical music as well as first time visitors. Also, anyone under 35 can use Entrée. We made a website that works for both children and young adults.
The program can be filtered on budget, top-of-the-bill or on specific days. Juniors (up to 17 years) can directly switch to a specially designed interface, just for them.
The feeling at Grrr fits well with Entrée. You’re always welcome and they see you as an equal partner in the designing process. This works much better than the classic client-bureau relationship.
We show that Entrée is made up of people like you and me. The organisation is visible in different areas: they give tips about their favourite concerts and activities.
Unique: sms alarm for last minute tickets
For the real fans we introduced sprint alerts. Almost all concert halls in the Netherlands require you to be physically present at the ticket office to get last minute tickets. With Entrée, you now receive an SMS when tickets become available for the concerts you have selected. In the SMS you can find a link to directly buy the tickets online, with an Entrée discount. This has been made possible by properly integrating the new website with Het Concertgebouw’s database.
Who are our (potential) members?
We created five personality based on thorough research into Entrée’s members and potential members. They were constantly referenced during the process of creating the design and functionality.
On the day of the launch we got a very enthusiastic response from our visitors. The website is beautiful and especially practical in use. We could always call on Grrr for support, and were helped perfectly.
Together with partners
The Den Haag based bureau Vruchtvlees designed the visual identity that we translated into an online design. We synchronised the SRO register and Het Concertgebouws data API, created by Zicht. We were helped by the Entrée, Concertgebouw Orchestra and Het Concertgebouw’s teams, who came with their own proper research into their visitors’ wishes for the new website. As Chairman of Entrée, Sywert van Lienden often sat with us in the studio to scrum over the process. The result is a website that Entrée can start using directly.