This case is about how Samsung gave all Romanians the chance to experience an elite music festival at their fingertips, by turning each 5 lei banknote (with George Enescu on it) into a classical music experience, through AR. THE MOST ESTABLISHED, YET THE MOST EXCLUSIVE FESTIVAL IN ROMANIA George Enescu Festival is most established classical music event in Romania and one of the biggest and most respected in Europe. However, it is also quite exclusive. Festival tickets are not only expensive, but also sell out in a matter of hours, making it impossible for most Romanians to enjoy the festival live. FESTIVAL ACCESS TO EVERYONE, THROUGH TECHNOLOGY Samsung believes in “Doing what you can’t”, so they decided to democratise the access to the festival, bringing it to everyone in Romania, with the help of technology. For this, we went straight to the only place where all Romanians meet famous national composer George Enescu every day: their wallets. On the 5 LEI bill. THE BANKNOTE CONCERT The 5 LEI bill was brought to life through a specially designed AR mobile experience that turned it into a live concert stage. Using the “dARe by Samsung” mobile app, people across Romania could simply scan the banknote on their mobile phones and get a front row seat in order enjoy the festival live. With so many “mini-concert stages” in circulation around the country, the virtual concert audience grew exponentially, creating a media sensation along the way. Finally, every Romanian was able to enjoy classical masterpieces live, without reaching too deep into their wallets. All thanks to one brand who proved that it listens to listeners: Samsung. Do what you can’t.
General Information:
Strategy: OBJECTIVES: What we truly aimed for was to turn the Enescu partnership opportunity into a strong brand innovation statement. For this, we identified two main ways of tracking our success: PARTICIPATION: Get the people interact with the campaign through the dARe by Samsung app Mobile Objectives (set in relation to previous brand partnership activations on the dARe by Samsung app)  10k scans of the 5 lei banknote during the festival on the dARe app*  From +3k to +6k downloads (100% increase)* *source: Client Data, September 2019 GENERATE AWARENESS AND CONVERSATION AROUND THE CAMPAIGN Communication Objectives (set in relation to the previous Samsung brand activation at Enescu Festival, with a similar budget)  5M total reach*  +30% share of stage (in relation to the other brands that were partners of Enescu Festival)* *source: Social Media Agency, 2019 TARGET: Our brief started with George Enescu festival attendees as core audience: THE HIGH NET CULTURAL ELITE OF BUCHAREST People with high education and income, who rewind with cultural leisure activities (theatre, classical music, art exhibits). People who choose things that feel exclusive, personal and for ‘people like them’. BREAKING THE PRECONCEIVED BARRIERS But, to prove Samsung’s “Do what you can’t” brand promise, we had to go way broader than this. Our challenge was to build an educational layer able to break the preconceived barriers associated with classical music: elitism, the closed circle, the black-tie dress code. So, we have expanded our target to: EVERYONE IN ROMANIA THAT LOVES CLASSICAL MUSIC AND OWNS A SMARTPHONE. As broad as we possibly could. STRATEGY: Our goal was to position Samsung as the innovation partner of George Enescu Festival. INNOVATION PROOF = FESTIVAL ACCESS TO EVERYONE IN ROMANIA It’s a known fact that Enescu Festival tickets are hard to come by and are restricted to a selected elite. As the innovation partner of the festival, dedicated to defying barriers, Samsung decided there is no greater innovation proof than making classical music accessible to everyone, by using technology. But in order to reach the whole country, we knew we had to find something that is accessible and omnipresent, also in the collective consciousness of Romanians. THE 5 LEI BANKNOTE = THE PLACE WHERE ROMANIANS MEET ENESCU EVERY DAY The creative leap we made was to identify the only one place where Romanians meet Enescu day by day, regardless of financial status or musical preferences; and this was our 5 lei banknote.
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