Dutch hearing specialist Noizezz is on a mission to protect people from irreversible hearing damage while allowing them to enjoy music to the fullest. We share this goal and are committed to ensuring that visitors to our venues can enjoy live entertainment in the best possible conditions.

Business Case

In addition to offering free standard earplugs, we wanted to investigate during the summer of 2024 whether our visitors would also be interested in purchasing Noizezz's high-quality earplugs.

Approach

In June, July, and August 2024, Noizezz's premium EarBeanz were offered for sale via vending machines during four concerts at the Sportpaleis. A total of five machines were placed.

• Karol G - June 29, 2024

• Travis Scott - July 9, 2024

• Justin Timberlake - August 3 and 4, 2024

To boost sales, we gave special attention to the importance of hearing protection in our communications to concert-goers. We deliberately did not use paid advertising to determine the impact of our "organic" communication.

Channels

In-venue: Five eye-catching vending machines were placed at strategic locations within the arena. To draw extra attention, we used flags and top-of-machine communication.

Social Media: Prior to each concert, we posted on the Sportpaleis social media channels, urging visitors to ensure they had proper hearing protection. This was primarily done through extra stories.

Website: To create awareness, our team shared information about the benefits of hearing protection on our website. This was done on both the information page for each concert and through content on our news page.

Examples of content to increase visibility included:

• More than half of concert-goers don't use earplugs (poll)

• Win 2 sets of custom earplugs and 2 concert tickets

• Protect your hearing and keep enjoying live music

In collaboration with Noizezz, a contest was launched where participants could win two sets of custom-molded earplugs and two concert tickets. This contest was announced through posts and stories.

Results

CHANNEL - ORGANIC REACH
stories - 45.935 reach
posts - 7.317 reach
website news item - 993 views
website - events (*) - 67.558 views
leads - 1.071 contacts

(*) Period: June 19, 2024 - August 3, 2024

Conclusion

This successful case demonstrates a clear interest in high-quality hearing protection among concert-goers. The strategic placement of vending machines, targeted communication, and engaging contests contributed to increased awareness and sales.

Contact us to discuss the possibilities for a partnership.