It is generally believed that one out of ten persons in Latvia is in some way linked to the Song and Dance Celebration. The challenge was to engage those who are not singers and dancers themselves.

We had three primary objectives:

1. Increase public engagement online by as much as 300% within 4 just months

2. Create personalized content to be shared among at least 5% of the population of Latvia within just 4 months (CSB 2013, Key Indicators, Latvia)

3. Generate campaign buzz (social, PR) and create awareness among 30% of the population of Latvia

By creating a website and inviting people to sing their own logos, we made a clear and engaging link to the Song and Dance Celebration. It was now possible to offer a personal experience of the festival to any person anywhere in the world with access to a laptop, internet and a voice.

Instead of the common policy to protect logos and trademarks, we decided to release the full media potential of our idea by endorsing downloads and granting free distribution among users. We made it clear that all the logos sung were owned by the people just like the Song and Dance Celebration itself. This resulted in applications extending far beyond the scope and reach possible by our own media channels. The logo instantly fostered free publicity and we easily involved various celebrities to sing and share their logos online as well.

With no media budget, more than 47,000 logos were sung within 3 months by an estimated 280,000 people (reaching 13,8 % of the population of Latvia). The logos were sung by the leading media outlets, state owned and corporate companies, public and political organizations, best hockey team and even the BBC choir – all contributing to the unbelievable increase of followers online by 480% and a multiplication of the campaign budget by more than 27%. In post-testing, 64% of people confirmed being reached by the sung logo. And the Gala Concert was sold out in under two hours.