{"id":3697,"date":"2026-06-06T16:55:43","date_gmt":"2026-06-06T14:55:43","guid":{"rendered":"https:\/\/www.ebene-c.de\/?page_id=3697"},"modified":"2026-07-05T19:49:10","modified_gmt":"2026-07-05T17:49:10","slug":"heidelberger_fruehling","status":"publish","type":"page","link":"https:\/\/www.ebene-c.de\/en\/heidelberger_fruehling\/","title":{"rendered":"Heidelberger Fr\u00fchling"},"content":{"rendered":"
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Heidelberger Fr\u00fchling
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Rethinking brand management \u2013 attracting young target groups<\/h2>\n\n\t\t<\/div>\n\t<\/div>\n\n\t
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_Forward-looking brand positioning
\n_Co-creation with young talent \/ Future Workshop
\n_Redefining how we reach our target audience<\/h4>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div>
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Background<\/h4>\n

The Heidelberger Fr\u00fchling is one of Europe\u2019s leading music festivals. Under the direction of Artistic Director Thorsten Schmidt and in collaboration with Igor Levit as Co-Artistic Director, the festival is renowned for its exceptional artistic quality, international appeal, and unique festival atmosphere. At the same time, classical music is often perceived, especially by younger audiences, as elitist, stuffy, or irrelevant to their own lives. With the U30 Ticket, the festival therefore created an attractive offer that provided the best available seats for 8 euros and allowed for spontaneous booking shortly before the concert. The communication challenge was to make this offer visible, understandable, and emotionally relevant.<\/span><\/p>\n

www.heidelberger-fruehling.de<\/a><\/p>\n<\/div>\n<\/div>\n\n\t\t<\/div>\n\t<\/div>\n\n\t

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Task<\/h4>\n

ebene c was commissioned to develop a communication strategy for the U30 Ticket that would better reach young people under 30 and help overcome their reservations about classical music. The focus was on how the Heidelberg Spring could position itself on social media and in the urban space in a way that revitalizes classical music for the target audience: surprising, provocative, and at the same time in line with the festival\u2019s artistic standards. The goal was to develop a youthful narrative that addresses preconceptions, sparks curiosity, and promotes sales of the U30 ticket.<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div>

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Solution<\/h4>\n

In collaboration with Heidelberger Fr\u00fchling and a creative team of master\u2019s students from the Popakademie Baden-W\u00fcrttemberg, ebene c first developed a workshop format that consistently reimagined the Heidelberger Fr\u00fchling brand from the perspective of the under-30 target audience. The workshop identified the key barriers and prejudices and translated them into a bold communicative stance. This resulted in pointed core messages (\u201cClassical music is for boomers!\u201d), a cheeky tone, and concrete content formats for out-of-home and social media. The role of the master\u2019s students was particularly effective: they developed the concept, appeared on camera themselves, and independently handled the editing and post-production of the videos. The result was a communication strategy that emerged directly from the target audience and possessed the highest possible credibility.<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n\t

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Result<\/strong><\/h4>\n

The campaign struck a chord. The Heidelberger Fr\u00fchling promoted its under-30 ticket in a visible, bold way that spoke directly to its target audience, without compromising the festival\u2019s artistic standards. The provocative posters generated buzz and reached a wide audience: The FAZ reported that the festival saw the highest demand for its \u20ac8 tickets in its history.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n\t

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Client quote<\/strong><\/h4>\n

\u201cA clear positioning, a well-designed workshop, and a bold campaign built on that foundation\u2014it was precisely this combination that was key to making the U30 ticket relevant to young audiences. And it was all done in a playful way, with everyone involved clearly enjoying themselves. We\u2019ll definitely use this format from ebene c again. Thank you!\u201d<\/em><\/p>\n

Sophia Pick, Head of Marketing<\/p>\n

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\u201cA festival is more than just a concert program; it\u2019s a space for exploring social issues. And this space must be open\u2014even to people who don\u2019t typically go to the concert hall. ebene c helped us make exactly that visible: with a clear stance, a truly bold campaign, and master\u2019s students who brought their own perspectives to the table and took charge of the implementation themselves. It\u2019s worth breaking new ground.\u201d<\/em><\/p>\n

Thorsten Schmidt, Artistic Director<\/p>\n<\/div>\n<\/div>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>

<\/span><\/span><\/span><\/span>\n<\/div><\/div><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"Heidelberger Fr\u00fchling \/ Markenf\u00fchrung weiterdenken \u2013 junge Zielgruppen gewinnen _Zukunftsorientierte Markenpositionierung _Co-Creation mit jungen Talenten \/ Zukunftswerkstatt _Zielgruppenansprache neu definieren Hintergrund Der Heidelberger Fr\u00fchling z\u00e4hlt [\u2026]<\/span>","protected":false},"author":1,"featured_media":-1,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-3697","page","type-page","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/pages\/3697","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/comments?post=3697"}],"version-history":[{"count":9,"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/pages\/3697\/revisions"}],"predecessor-version":[{"id":3753,"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/pages\/3697\/revisions\/3753"}],"wp:attachment":[{"href":"https:\/\/www.ebene-c.de\/en\/wp-json\/wp\/v2\/media?parent=3697"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}