Ministry Of Culture Promo, Case study SOUNDTRACK OF A MOVIE by J. Walter Thompson San Jose

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Industry Government & Other Authorities
Media Promo & PR, Case study
Market Costa Rica
Agency J. Walter Thompson San Jose
Art Director Alfredo Enciso
Creative Jorge Carrera, Pablo Castillo
Designer Andres Gomez
Released October 2009

Credits & Description

Category: Best Use of Radio
Date of First Appearance: Oct 15 2009 12:00AM
Entrant Company: JWT COSTA RICA, San José, COSTA RICA
Creative Director/Copywriter: Christian Caldwell (JWT)
Art Director: Alfredo Enciso (JWT)
Creative: Pablo Castillo (JWT)
Executive: Rebeca Borbon (GLUE)
Creative: Jorge Carrera (JWT)
Designer: Andres Gomez (JWT)
Media placement: Social Media - Internet - 15/10/2009
Media placement: Web Page - Internet - 15/10/2009
Media placement: Singles - Radio - 15/10/2009
Media placement: TV ADS - TV - 15/10/2009

Results and Effectiveness
Results: For the first time, the music being played regularly on the radios was both entertainment and advertising. Also for the first time ever, four songs made to musically describe a work of literature, rose to the top positions on different music charts. Social networks were bombarded with positive comments about the project. Huge free media coverage was given to the project, also placing Costa Rica´s national literature in its deserved position.

Creative Execution
18 popular musicians from different backgrounds were each given a book from a local writer to read. Each of them had the task to create the soundtrack for each story, thus, making the soundtrack of a movie you will never see, but, by reading the books, you can imagine. Instead of using traditional advertising on radio, we decided to place our bets on a communication that would not only be different, but will be seen by the young people as entertainment and will definitely help us reach our goal. So, instead of paying for advertising on radio, we gave them six music singles in which the emotions from the different books were transmitted. But, along with the music being played a message was given explaining that the song was made from a novel, poem or story from a Costa Rican author.

Insights, Strategy & the Idea
PROBLEM For 2009, the Ministry of Culture FROM COSTA RICA and the National Libraries requested a campaign to solve a very particular problem: Costa Ricans, specially the new generations, have put down the habit of reading, and the very few that do read, are influenced by what they see on TV, movies and the Internet, leaving behind their culture and roots. The goal was clear, get the new generations closer to reading and engage them in a fun and entertaining way to the stories written by Costa Rican authors, rich in identity and culture.