Radio Filarmonía is the only Peruvian classical music station. The objective was to broaden the appeal of classical music and to demonstrate its value in bringing about change in social behavior, as well as to improve the quality of life in one of the cities with the worst noise pollution in the world (Lima), where drivers constantly honk their horns. In this process, Radio Filarmonía’s listenership rating was benefitted in a significant manner.

Throughout March 2015 we executed a live, experiential demonstration; we replaced the sound of horns, alarms and sirens in buses, cars, ambulances, police patrol cars and fire trucks with fragments of classical music pieces.

By taping into a bad habit among Lima’s drivers, we turned them into free and massive PR agents of this musical genre and Radio Filarmonía itself, generating unprecedented levels of debate, enjoyment and popularity of classical music and listenership for Radio Filarmonía among public opinion. Classical music penetrated in popular segments of society, broadening the appeal of a genre that used to attract only a small

Only US $10,000 spent with a horn supplier and the collaboration of 70 public transportation line units (buses, minibuses, coasters), 10 police patrol cars, 2 fire trucks, 2 ambulances and 16 private automobiles:

Horns:

A Little Night Music - Mozart

The Blue Danube – Strauss

Spring – Vivaldi

Fifth Symphony – Beethoven

Symphony No. 40 - Mozart

Alarms:

Fifth Symphony –Beethoven

Toccata and Fugue - Bach

Sirens:

Les Toreadors (Carmen Suite) – Bizet

William Tell Overture – Rossini

They hit the streets in March 2015 with messages like “I don’t honk my horn. I play 102.7 Radio Filarmonía, go to www.filarmonia.org and get your Clasiclaxon”.

Spectacular results were reflected by a 78% increase in listenership (April 2015) compared to February of the same year. Better still, there is a new audience among Peruvian socioeconomic sectors that had never developed a taste for classical music.

To date the radio station has sold approximately 500 “Clasiclaxons” at 150 USD each (in addition to donations and sponsorship agreements with private companies), exceeding forecasts for the campaign and ensuring the continuity of the radio station’s operations for the remainder of the year. “Clasiclaxons” continue being sold.

Simultaneously, the radio station attained an unprecedented level of earned media in the Peruvian media, which was comparable to an advertising investment of approximately US$ 511.000.