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  • Writer's pictureMRKLAM

Business Model Innovation - HK Phil

Updated: Apr 20, 2019



BRIEF


Hong Kong Philharmonic Orchestra had approached us with the following question in mind & we converted it into the Research Question below:

“Find out the conceptions of values & meanings of classical & orchestral music among the Millennials, as well as to promote its significance or relevance to this generation.”


SOLUTION


Caesura music club is a community based platform that allows HK Phil to promote and provide alternative environment that is more welcoming to the new generation of HK Millennials. This provides a more

intuitive and engaging experience out of the concert hall, hence refreshing current consumers’ mind at the same time attracts & educate new classical music audience.



“Invite, Convert & Retain”


The solution targets millennials who had the curiosity to try out but never got to take their first step, or consumers who had little experience in live classical music then never revisited, identified as musical Newbies & Adolescence group. Developing a design solution & marketing strategy to “Invite, Convert & Retain” this new market.



RESEARCH & INSIGHTS



During the research stage, we had identified the 3 types of consumers and key insights about the HK Millennials perspective on classical music. Where the perception, expectation & understanding of music differ a lot throughout the 3 groups - musical Newbies, Adolescence & Oldies. It was categorised base on their knowledge & experience in classical music, understanding why they enjoy or dislike about the experience.



Few of the key insights are the fear of lack of knowledge, companion. The pain points of getting a ticket and being aware of the performance, as well as the variety / combination on the content which is relatable. Where we were able to identify a relatable way to communicate with CAESURA CLUB.



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