Media > Use of Media
FAMOUS BRUSSELS, Brussels / KLARA / 2013
Awards:
Overview
Credits
Effectiveness
The debate between the archbischop and the atheist got us several articles (free publicity) and provoked much more reactions on social media than the usual debates on Klara. And more importantly, Klara had 18% more listeners in the Easter period than the year before. Not bad for a small, niche radio station.
Execution
Usually, the religious origin of so many classical music is mainly minimalised, seen as irrelevant, or even almost denied. But we felt that just telling 'this music is really really beautiful' would generate typical, harmless ads that would pass unnoticed amongst our main target group: highly educated, critical people.
So instead, we focused on the content, in order to make a strong, meaningful statement that would be picked up by our target group. Furthermore, it proved that great music can unite people regardless their beliefs.
We brought them together In a radiospot and print ad where they both proclaimed their mutual love for Bach's St Matthew Passion. Making a statement: 'you don't have to be religious, to love it'. Next, we brought them together a second time in a unique debate in the Brussels National Opera. A lively discussion that was broadcasted live on Klara.
Strategy
Every year, classical radio station Klara devotes an entire day to the most beautiful music written for Easter: Bach's St Matthew and St John Passion, Handel's 'Messiah' and so on. Broadcasting music composed for Easter, at Easter, is quite obvious and not a very exciting thing to communicate.
So, how could we promote the masterpieces of Christian music in these secular times?
To demonstrate that religious music is not only enjoyable and meaningful for religious people, we brought two complete opposites together: Monseigneur Léonard, the hardline catholic archbischop of Brussels, renowned for his ultra-conservative ideas. And on the other hand: the most virulent atheist in Belgium, professor Etienne Vermeersch. We brought them together In a radiospot and print ad where they both proclaimed their mutal love for Bach's St Matthew Passion. Making a statement: 'you don't have to be religious, to love it'. Next, we brought them together a second time in a unique debate in the Brussels National Opera. A lively discussion that was broadcasted live on Klara.
More Entries from Best Use of Branded Content & Sponsorship in Media
24 items
More Entries from FAMOUS BRUSSELS
24 items