Classical music has an audience of maximum 2% of the Belgian population. When Belgians think of classical music they think of old people. And as long as classical music is confined to concert halls, it will be difficult for classical music to get access to new audiences. B-Classic wants to change this set of mind by organising a classical music festival every year, hoping they can make a change in this general belief. However this did not prove to be enough. How can we change this perception?

We teamed up with our partners and produced a mobile app that people could download for free on the iOS App Store and Android Playstore. The app let you shoot short videos on which you could add classical music pieces of 10 different composers. The app the adds a slow motion layer on top which makes the result look movie-like. With the different composers you have the choice between different emotions. You can make your video euphoric, romantic, or even dramatic, just by adding slow motion and classical music. We created different social media channels to introduce the app with a spreading movie and to showcase the best user-generated examples. The users which use the app soon turn into ambassadors because every video shared is a promotion of the force of classical music.