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