Case — DR Koncerthuset

Building a cultural
online experience

The strategy is clear: we need to extend the cultural experience so that it encompasses the time before, during, and after an event at DR Koncerthuset. drkoncerthuset.dk should become one of Denmark’s preferred destinations for music and culture enthusiasts, a place where guests, and artists too, seek inspiration and deeper engagement with musical experiences and other forms of live performance

Client
DR Koncerthuset

Year
2024 - on going

Deliveries
‍Website, Search, Campaigns

We work closely with DR Koncerthuset on its digital presence. At the heart of this is ‍drkoncerthuset.dk, which for several years has been a well-oiled sales engine, using a machine-learning algorithm to personalise content and optimise the conversion of visitors into ticket buyers. But technology and tactics alone are not enough.

The digital strategy

DR Koncerthuset has ambitious goals. We need to ensure an effective performance marketing platform designed to sell tickets, while also turning it into a fully fledged artistic content universe that builds brand value across media. That is the starting point for the digital strategy, and why the content strategy as a whole is such a crucial part of the overall setup.

We are constantly exploring how to inspire users with both broad and specialised cultural offerings, while also serving as a commercial and artistic home for the DR Koncerthuset's Choir and Orchestra.

To guide the solution, we posed the following three key questions:

What artistic and commercial needs does DR Koncerthuset have?
What content needs do users have?
What behaviour do users exhibit?

The digital platform meets both user needs and the needs of DR Koncerthuset

What do users need?
drkoncerthuset.dk is a meeting place where users can experience the arts, and buy tickets. But it is not the only meeting place. While drkoncerthuset.dk should serve as the welcoming foyer where everyone feels at home, we also need to make sure our content is present where users already are, and where their journey most often begins, namely on social media and Google.

It is across these many digital touchpoints that the arts are turned into tangible experiences for digital users. At the same time, users should never be more than a few clicks away from buying a ticket, regardless of which platform they prefer.

What artistic and commercial needs does DR Koncerthuset have?
drkoncerthuset.dk must be a digital home where the choirs and orchestras feel at home as hosts, both when DR Koncerthuset is the venue and when they are touring across Denmark and around the world. It must span everything from brand platform to product and sales platform, from artist introductions to more in-depth specialist content.

20% Increase in conversion rate

183% Increase in visitors on dedicated content pages

WCAG, new accessibility requirements because art is for everyone

A key part of the brief for the new drkoncerthuset.dk was that the site should be prepared to comply with the new WCAG accessibility standards (Web Content Accessibility Guidelines), which form part of the EU’s new accessibility requirements. From 2025, compliance with the directive will be mandatory for businesses, so there is every reason to get started now.

At its core, WCAG is about inclusion. In principle, everyone should be able to use a website, including people with visual or hearing impairments.

This places a number of demands on design, content, and technology (for example colours, contrast, audioand so on). These requirements could be seen as a constraint on design, but we chose to view them as a creative challenge. On a content-rich and complex website, simpler design choices are actually an advantage, because they allow the content to take centre stage rather than letting the digital design compete for attention.

On drkoncerthuset.dk, the accessibility requirements actually helped us keep the design simple.

You can listen to our podcast about web accessibility below. If you are interested in hearing more of our podcasts, you can find them wherever you listen to podcasts.

Working in harmony across digital disciplines

As a case, drkoncerthuset.dk is, for us, a perfect example of how user experience (UX), design (UI), content strategy, technology, data, and marketing work together. For a number of years, we have worked with digital marketing and data collection for DR Koncerthuset across digital channels such as social media, display, and search.

That meant we already had an in-depth understanding of the platform when we were invited to redesign its digital platform and presence. This was not simply a matter of UX design, but also of developing a website in Umbraco, integrating it with the ticketing platform and automation flows, and implementing the analytics tool Piwik PRO to ensure the data setup is future-proof.

Okay, that was a lot of tech buzzwords towards the end. But hey, that’s what we do.

All of these many instruments have only been able to play together so well through a long and fruitful collaboration, because the digital team at DR Koncerthuset and Gorm x Envision’s many specialists have constantly been reading from the same score.

Together with DR Koncerthuset and Obsidian the case won gold in the category "Best Use of Content" at the Danish Digital Awards.