Epicgram [image] by DDB Brussels for B-classic

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Epicgram [image]

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Industry Cinemas, Theatres & Concert Halls, Mobile applications
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market Belgium
Agency DDB Brussels
Creative Director Peter Ampe, Katrien Bottez
, Odin Saillé
Creative Jonathan D’Oultremont
Designer Davy Dooms, Bert Wijnants, Cedric Lopez Fernandez
Producer Maarten Breda, Stefanie Warreyn, Renaud Goossens
Released May 2016

Awards

Epica Awards 2016
Mobile Sites & Apps Mobile Sites & Apps Bronze

Credits & Description

Agency: Ddb Brussels, Belgium
Client: B-Classic
Product: Mobile App
Entrant: Ddb Brussels, Belgium
Title: Epicgram
Product/Service: Mobile App
Idea Creation: Ddb Brussels, Belgium
Creative Director: Peter Ampe (DDB Brussels)
Creative Director: Odin Saillé (DDB Brussels)
PR Manager: Kenn Van Lijsebeth (DDB Brussels)
Insights Planner: Sander Verniers (DDB Brussels)
Designer: Cedric Lopez Fernandez (DDB Brussels)
Producer: Stefanie Warreyn (DDB Brussels)
Producer: Renaud Goossens (DDB Brussels)
Designer: Bert Wijnants (DDB Brussels)
Designer: Davy Dooms (DDB Brussels)
Account Director: Francis Lippens (DDB Brussels)
Producer: Maarten Breda (DDB Brussels)
Head of Strategy: Dominique Poncin (DDB Brussels)
Account Manager: Kaat De Brandt (DDB Brussels)
Graphic Designer: Sven Verfaille (DDB Brussels)
Creative: Jonathan d'Oultremont (DDB Brussels)
Website URL: http://epicgram.be
The Campaign
The idea was to make a mobile app which would prove Belgians just how cool classical music can be. Classical music mixed with slow motion videos proved to be the recipe to make your average video look epic. The perfect way to introduce classical music to young target groups who, in normal situations, would otherwise never use classical music.
Creative Execution
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.
Results
- 10.000 downloads in the first week
- 112 million impressions
- Apple put it on the App Store homepage in 28 countries
- Worldwide exposure with focus on Belgium, France and The Netherlands.
- Every user listened on average to 3 different classical songs.
- B-Classic festival sold out
- Outhere Music had a 7% increase in downloads and a spectacular 18% more visitors
The classical audio-filter Epicgram targeted an audience aged 24-35 and introduced them to classical music via Instagram and Facebook. They could interact with classical music directly and use it as a soundtrack for their smartphone video's. By doing so they promoted classical music amongst their friends.
Thanks to the partnership with OutHere music, they could purchase the music they just heard. Result: the festival of Bclassic sold out, attracting a younger audience than other classical festivals.
In order to change the mind of Belgians on the subject of classical music we need to combine it with something they perceive as relevant in their lives. Shooting videos on your mobile phone has been a trend which got increasingly popular over the years, supported by famous social media channels making compilations on different subjects. Making an app that combines classical music with shooting short videos would make classical music part of everyone's daily life.