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The Banknote Concerts

Creative 19 Add to collection

A smart use of technology brings to life Samsung's brand promise of "Do What You Can't"

The Banknote Concerts

Case Study

As the technology sponsor of George Enescu" festival, one of Europe’s biggest classical music festivals, Samsung needed an unusual way to prove its brand promise of “Do What You Can’t.” With a beautifully simple idea and a smart use of technology, Samsung democratized classical music for everyone in Romania, bringing alive its brand promise of "Do What You Can't.".


As the technology partner of "George Enescu" one of Europe’s largest classic music festivals, Samsung had to make an innovative statement on new technology against the rather contrasting backdrop of a classical music event steeped in history, tradition, and age-old etiquette.

Tickets to "George Enescu" are not only expensive, they also sell out in hours – making it a highly exclusive event, inaccessible to vast majority of Romanians.

Samsung took a concrete challenge at Enescu festival and live by its brand promise of ‘Do what you can’t’ – proving that innovation can break the preconceived conventions of experiencing classical music from who can enjoy it to how it can be enjoyed.

By answering people’s need of innovation to be less about tech specs and more about real meaning, Samsung broke the boundaries of an elite partnership and gave all Romanians the chance to experience the most exclusive music festival at their fingertips, with the help of AR tech.


The solution was beautifully simple. We turned every 5 RON banknote (1 EUR) into a virtual concert "ticket". Using the free Samsung dARe app, any Romanian could simply download the app, scan the face of famous composer George Enescu on the 5 Lei banknote and experience the festival in real time, from wherever they were, directly on their smartphones and without paying a dime.

Moreover, in order to truly stick to the “free access for all” promise, scanning worked on all mobile phones, Android and iOS, not only Samsung ones.


With 80 million banknote "tickets" circulating the country, Samsung democratized the festival for everyone in Romania and the festival "attendance" grew exponentially. The campaign generated 700% earned media return and was covered by mainstream media, reaching 14 million Romanians. Most importantly, Samsung achieved higher brand association than all other partnering brands combined (Audi, Mastercard, Raiffeisen bank). Brand distinctiveness saw a stunning +9pp increase, reversing a previous decline of -3pp.

The Banknote Concerts
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Advertiser: Samsung Romania & Bulgaria

Marketing Director Samsung Romania & Bulgaria: Simona Panait

Corporate Citizenship & Public Affairs Manager: Livia Fericean

Corporate Communication Manager: Ioana Sigarteu

Social Media Specialist: Corina Enache

Creative Agency

Creative Agency: Leo Burnett Bucharest

Managing Director: Diana Alexa

Associate Director & Head of Strategy: Victor Stroe

Chief Creative Officer Central Eastern Europe & Romania: Jorg Riommi

Chief Creative Officer: Vasilije Corluka

Group Creative Director: Andrei Nica

Copywriter: Miruna Potop

Art Director: Silvana Frînculescu

Art Director: Cătălin Grigore

Graphic Designer: Codrin Neagu

Strategic Planner: Maria Sarivan

Brand Communication Director: Adina Redeș

Senior Brand Communication Manager: Monica Iosif

Brand Communication Executive: Raluca Acuculiței

Producer: Sorin Deleanu

Media Agency

Media Agency: Starcom Romania

Head of Consumer & Business Insights: Rodica Mihalache

Digital Account Manager: Diana Diaconescu

Online Media Planner: Anca Ludu

Print & Radio Manager: Alina Stănescu

Special Projects Manager: Brîndușa Gurăroșie

PR Agency

PR Agency: MSL The Practice

Managing Director: Monica Jitariuc

Managing Director: Oana Bulexa

Coomunication Director: Sarah Stan-Boustani

Sr. Communication Manager: Alina Nechifor

Communication Specialist: Mihaela Ciocan

Categories: Consumer Electronics, Mobile Devices

Publicis Groupe Romania, Mon, 11 Oct 2021 08:05:11 GMT