We wanted to obtain maximum awareness, in order to attract the public’s attention. In order to do so, we carried out a campaign which involved placing a Louis XV chair in the street in some of the busiest parts of the city.

On the upholstery of the chair, the slogan “change rhythm” and a hand inviting passers by to sit down can be seen. When passers by sat on the chair, they automatically set off an electronic mechanism that transformed the screeching noise of the city into a very well know piece of classical music.

The results of the campaign were enormously satisfactory: we achieved the high profile that we sought after: the action was called “Citizen’s Attention” and was widely commented, and even the local press wrote about it. All this had positive repercussions in terms of figures. For example, the average attendance was 37% greater than the year before and the number of ticket holders increased by 46%. This meant that last year the number of ticket holders just in one year increased from 758 to 1106. A giant leap if we consider that Murcia’s population is just 450,000 inhabitants.